Here at All Words Towers, we like to think that we treat all our clients fairly. In fact, it’s something that we pride ourselves on.
Prices quoted up-front, with no nasty surprises; regular contact with customers, so they always know where we’re up to on their projects; honest opinions on marketing, so we’re giving customers what they need, rather than just what they want; client testimonials that tell the truth, the whole truth and nothing but the truth, etc. That’s the way we work - and the way that we know most of you do, too.
Sadly, there are those who favour more dishonest working practices, making false claims about their business, services or products; faking credentials; using scare tactics to manipulate the unwary into making unnecessary purchases, and much more.
However, recent steps have been taken to clamp down on such behaviour, with new regulations designed to make various unfair sales and marketing tactics illegal.
The Department for Business, Enterprise and Regulatory Reform (BERR) has published new guidelines following the implementation of the Consumer Protection from Unfair Trading Regulations 2008, which took place on 26 May this year.
From an advertising perspective, some of the practices being clamped down on include:
- Being honest in advertorials. If you have paid for editorial to appear in the media in order to promote your business, it must be clear that this is advertising, not general editorial. For example, a magazine advertorial should have the words “advertising feature” marked clearly above the piece - or similar wording.
- Not being who you claim to be. Posing as a satisfied customer praising your company on a reviews website, or even on your own website, or blog, will not be tolerated.
- Advertising to children. Addressing kids directly with a plea for them to buy your product, or coerce an adult into buying it for them, is now officially a no-no.
- Pestering. No-one likes to be harangued by unwanted emails, letters, phone calls, faxes, etc. Don’t become a nuisance.
There are many more. A leaflet explaining all the new regulations has been published online:
The Consumer Protection from Unfair Trading Regulations: A Basic Guide for Businesses.
