Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014

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This document discusses non-traditional advertising methods such as experiential advertising through apps and new platforms like cashpoint receipts, and the regulation of such advertising. It addresses UK advertising codes and rules regarding issues like credibility, unfair pressure, misleading claims, product availability, social responsibility and preventing harm and offense. Specific examples are provided of ads through apps, cashpoints, and moving vehicles targeted locally, along with the relevant UK advertising rules.

Laura Mackenzie – Solicitor, Browne Jacobson LLP
Jude King – Trainee Solicitor, Browne Jacobson LLP

Non-traditional media: our focus
•Experiential advertising:
–Apps
•New platforms:
–Cashpoints
–Ads on the move

Regulation of non-traditional advertising
•When does an experience or game become an ad?
•The importance of being identifiable CAP Code rule 2.1 and 3.1
•Identification and social media

What is experiential advertising?
•No longer limited to purely in-store experiences
•Latest technology brings new ways to advertise
•Successful examples

Experiential advertising: apps
Weetabix - WeetaKid app
CAP rules
•Credulity and Unfair Pressure
•Direct Exhortation and
Parental Authority

Experiential advertising: apps
O2 app – free Cadbury chocolate bar
CAP rules
•Misleading advertising
•Availability
•Sales promotions

New platforms: Targeted products
Peachy.co.uk
"Small bites put a smile on your lips! You can now get a loan from £50 to £500 and pay it back in small bits ...".
CAP rules
•Social responsibility
•Other comparisons

New platforms: Targeted products
Koosday Events
“I DON'T WANT TO DIE SOBER”
CAP rules
•Alcohol
•Harm and offence

New platforms: cashpoint receipts
Barclays Bank
"Win a pair of Barclays Premier League match tickets every 90 minutes, every day, until the end of the 2013/2014 season".
CAP rules
•Misleading advertising
•Qualification
•Sales promotions
•Administration
•Significant conditions for promotions

New platforms: moving vehicles and local ads
•Qualification in ads – problems
•Misleading concerns

A final thought
https://www.youtube.com/watch?v=316AzLYfAzw

Any questions?
Alex.watt@brownejacobson.com
Richard.nicholas@brownejacobson.com
Richard.roberts@brownejacobson.com
Laura.mackenzie@brownejacobson.com
Jude.king@brownejacobson.com

Why Online Advertising? With the advancement of internet , web has become the most preferred medium for the businesses to promote their brands and services. Traditional advertising involved putting up hoardings , billboards , distributing pamphlet hoping that the customers would view them. But there wasn't any way to measure the success of the advertisement. To Know more about online advertising, visit: http://www.knowonlineadvertising.com

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Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014

1. Laura Mackenzie – Solicitor, Browne Jacobson LLP Jude King – Trainee Solicitor, Browne Jacobson LLP

2. Non-traditional media: our focus •Experiential advertising: –Apps •New platforms: –Cashpoints –Ads on the move

3. Regulation of non-traditional advertising •When does an experience or game become an ad? •The importance of being identifiable CAP Code rule 2.1 and 3.1 •Identification and social media

4. What is experiential advertising? •No longer limited to purely in-store experiences •Latest technology brings new ways to advertise •Successful examples

5. Experiential advertising: apps Weetabix - WeetaKid app CAP rules •Credulity and Unfair Pressure •Direct Exhortation and Parental Authority

6. Experiential advertising: apps O2 app – free Cadbury chocolate bar CAP rules •Misleading advertising •Availability •Sales promotions

7. New platforms: Targeted products Peachy.co.uk "Small bites put a smile on your lips! You can now get a loan from £50 to £500 and pay it back in small bits ...". CAP rules •Social responsibility •Other comparisons

8. New platforms: Targeted products Koosday Events “I DON'T WANT TO DIE SOBER” CAP rules •Alcohol •Harm and offence

9. New platforms: cashpoint receipts Barclays Bank "Win a pair of Barclays Premier League match tickets every 90 minutes, every day, until the end of the 2013/2014 season". CAP rules •Misleading advertising •Qualification •Sales promotions •Administration •Significant conditions for promotions

10. New platforms: moving vehicles and local ads •Qualification in ads – problems •Misleading concerns

11. A final thought https://www.youtube.com/watch?v=316AzLYfAzw

12. Any questions? Alex.watt@brownejacobson.com Richard.nicholas@brownejacobson.com Richard.roberts@brownejacobson.com Laura.mackenzie@brownejacobson.com Jude.king@brownejacobson.com

Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014

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