Restrictions on food and soft drink advertising to under-16s. Ofcom’s proposed restrictions on TV advertising will need to be transposed into the non-broadcast Codes.
Unfair Commercial Practices Directive.
This European legislation will be transposed into UK legislation during 2007. It could have major implications for price indications in promotional literature.
Audio Visual Media Services Directive.
This European draft Directive may restrict further the advertising around children’s programmes, and have implications for self-regulation.
Attacks on other areas of Advertising in both Europe and the UK, advertising and promotions will come under a similar attack to Food. Consumerist lobbies with Government sympathies will move increasingly to seek to restrict activity in such areas are alcohol, cars, travel and environmental areas.
Gambling Act
The provisions of the 2005 Gambling Act which concern Prize Promotions come into force in September 2007. Details of Law the new rules (including the New Zealand rules) will be implemented are still awaited and will entail Code revisions.
Digital Media
Further developments will increase the use of digital media at the expense of traditional channels. Recent examples of badly constructed digital offers may quickly lead to a more rational approach to this development.
Experiential Marketing
Conversely, a big increase in Experiential Marketing highlights that “engagement” with consumers is a developing trend in the promotional market place.
