The benefits of being brief: Why Global’s cutting caveats

As of 1 February 2022, Global will be asking all advertisers in the motor sector to reduce their T&Cs to just eight seconds.

Whilst it’s important for advertisers to provide accurate information that can be clearly understood, often the FCA’s 'clear, fair and not misleading' rule is misinterpreted, and advertisers end up with unnecessarily long T&Cs.

What You Need to Know

As of 1 February 2022, Global will be asking all advertisers in the motor sector to reduce their T&Cs to just eight seconds. They are starting with this sector as ads from this category ordinarily comprise T&Cs that are 60% longer than others, but they’ll roll this out for other categories in due course.

Earlier this year, Global embarked on a project called the Consumer Trust Initiative to look at the impact audio ads with extensive terms and conditions (T&Cs) have on the listening experience, listeners’ trust of the media channel and their perception of the advertiser.

Please read the full report to find out how this affects your future radio ads.
Last updated 23 November 2021