IPM drives new Experiential Code

January 26, 2012

The Institute of Promotional Marketing has been the driving force behind a new industry-wide Code of Conduct for Experiential Marketing, which has been designed to complement the CAP Code and which is to be launched in February 2012.

Mike Hughes, director general of the Incorporated Society of British Advertisers, applauds the move: “Self-regulation needs to constantly adapt to embrace emerging channels of marketing communications with consumers, and the Experiential Code is a valuable complement to the UK Advertising Codes in this regard.”

Guy Parker, chief executive of the Advertising Standards Authority, says: “The ASA welcomes the launch of the Experiential Marketing Code of Conduct, which provides clarity for marketers in important areas not covered by the UK Advertising Codes.  This Code, produced by the IPM on behalf of a range of trade bodies with interests in this area, underlines industry’s ongoing commitment to effective self-regulation by creating sensible and timely guidance.”

Annie Swift, chief executive of the IPM, says: “Experiential has grown remarkably in the past decade. Much of what happens during an experiential campaign, including leaflets, posters, mobile messaging, coupons and competitions, are already explicitly covered by the CAP Code. But other crucial elements, such as sampling or face-to-face marketing, are not. The new Experiential Marketing Code is intended to close off any loopholes.”

The IPM and the Marketing Agencies Association (MAA) will announce their adoption of the Experiential Marketing Code at its launch next month. The Direct Marketing Association intends to adopt the Code shortly. A number of other marketing industry trade bodies are also likely to promote the Code to their members in the next few months.

The Experiential Marketing Code was developed over the course of 12 months by a working party which included representatives of the client side, experiential agencies and staffing agencies, plus Edwin Mutton, the IPM’s CAP Committee representative.

They took advice and input from the Committee of Advertising Practice, the Advertising Association, the Portman Group, the Incorporated Society of British Advertisers, the Advertising Standards Authority, the DMA, the MAA, Eventia, the Word of Mouth Marketing Association and the British Council of Shopping Centres.