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We’ve all heard those radio ads that sound great but then end with a long list of Terms and conditions (Ts&Cs) squeezed in for legal reasons.
There has been an ongoing debate in Parliament to reduce the Ts&C’s on radio adverts, with the Radiocentre and the Association of European Radios heavily campaigning to improve radio regulation following the Brexit vote. We’ve recently seen that radio adverts no longer need to provide an example of 0% interest finance offers but there is still a lot more to do.
In a debate last week, Former MEP Vicky Ford made the following comments: “I am not saying that EU consumer protection laws are perfect; in many areas, they are not, and Brexit will provide us with an opportunity to look again at burdensome areas. Anyone who listens to commercial radio stations will be used to the incredibly long terms and conditions that are read very quickly at the end of every radio advertisement for a mortgage or a financial services package. Apparently, less than 4% of consumers actually remember any of those details. That is all laid down in the consumer rights directive, and we may choose to diverge on such details. That is precisely why it is important that we have an ongoing mechanism for talking about future legislation and for enabling divergences.”
Siobhan Kenny, CEO of Radiocentre says: Siobhan Kenny, CEO of Radiocentre says: “Vicky Ford was a powerful advocate of better consumer protection when she was an MEP and it is hugely encouraging that she and other parliamentarians are recognising the need for reform and doing what they can to make it happen. This is excellent news for both advertisers and radio listeners.”
We will keep you up to date with any more changes, but in the meantime our talented team at Maple Street Creative are always more than happy to help with any radio scripts that you are working on.