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.

In 2021, 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.

Radiocentre Assistance

In order to help facilitate the change, Global has arranged for Radiocentre, the script clearance body, to provide additional resource over the next 6 months to help ensure that car advertisers are able to meet the 8 second limit on tags, whilst delivering compliant and engaging advertising.

Industry Reaction

Global’s Consumer Trust Initiative is an excellent initiative that I strongly support. In my opinion, the FCA-Confirmed Industry Guidance document published by the Radiocentre, titled “Ensuring financial promotions for motors brands on radio are clear, fair and not misleading” gives advertisers both clear direction about how to reduce lengthy T&Cs as well as the confidence to ensure they will remain compliant in doing so. Those motors’ advertisers who can commit to following the Consumer Trust Initiative of having no more than 8” of T&Cs in their ads, whilst following the guidance offered in the document, will bring benefit both to themselves and to consumers.

Brinsley Dresden, Head of Advertising & Marketing Law at Lewis-Silkin
Please read the full report to find out how this affects your future radio ads.
Last updated 21 January 2022