Compliant promotions are the watch word for the IPM. As part of the CAP Committee, we uphold the self-regulatory framework that looks after broadcast and non-broadcast communications.
It is essential that brands and agencies think 'consumer first' and use clear, concise language to explain what entering will mean, what prizes are available and how many are to be won.
Here, we recap on just some of the significant conditions that compliant promotions must include under CAP's 8.17 Rule.
Promotions must have clear terms and conditions that explain critical information to consumers to ensure they understand what they are entering before they engage:
- what's involved for them to enter
- how to enter
- how long the promotion is open for
- any key restrictions that are involved such as age restrictions or how a prize might be taken
- if proof of purchase is required and what you need the consumer to do if you do require this
The IPM, as the independent trade body for promotion, has a service for brands and agencies to check their promotions are compliant and uphold the CAP Code and UK law - and we will issue a Seal to verify that your promotion reaches the required standard.
As part of the thorough check involved, the whole campaign will be considered such as how headlines are used to ensure that the promotion is easily understood, recommending changes as required.
Promotions are a wonderful way to reach your consumers with an engaging call to action that makes your brand memorable. Make sure your campaign is compliant and don't run the risk of complaints by checking your promotion thoroughly before it goes live.
If you are concerned that your promotion may not reach the required standards or you want to make sure you run a great promotion, talk to us today on 020 3848 0444.
If you would like further information on this comment, please contact the IPM on 020 3848 0444 or via firstname.lastname@example.org