Radiocentre campaign to protect consumers in financial, motoring & retail advertising
Radiocentre, the trade body for commercial radio companies, has launched a new campaign designed to protect and inform consumers in financial, motoring and retail advertising.
Working in parallel with regulators, government, advertisers and agencies the body will seek alternative means of protecting consumers from on-air warnings, arguing that current rules are ‘barely comprehensible, garbled warnings on advertisements which baffle listeners.’
Research commissioned by Radiocentre found that over 40 per cent of listeners ignored the terms and conditions read out at the end of ads but were more likely to take heed when this information was made more concise.
As such Radiocentre is seeking an end to complex legal terminology and the use of plain English.
Radiocentre CEO Siobhan Kenny said: “We want to ensure that listeners are properly informed and not left in the dark or just annoyed by adverts on our stations. Therefore we propose to work with regulators in Brussels and in the UK to help achieve the goal we all want – better informed consumers, equipped with information they need about products they may want to buy.”
In parallel with this Radiocentre will also introduce a new trust mark for radio advertising so that consumers can be reassured that adverts are compliant with the UK Code of Broadcast Advertising (BCAP).