Radio industry guidance on tackling lengthy terms and conditions extended to 2029

The Financial Conduct Authority (FCA) has confirmed a further extension to Radiocentre’s FCA Confirmed Industry Guidance, which will now remain in place until January 2029. 

Originally introduced in January 2020 and renewed in 2023, the industry guidelines were developed as part of Radiocentre’s ongoing campaign to tackle lengthy terms and conditions in radio advertising. Research conducted by Radiocentre consistently shows that long and complex warnings are confusing and less likely to be absorbed or recalled by the listener. 

The guidance specifically addresses financial promotions for motors brands on radio, ensuring they are clear, fair and not misleading. It includes a series of frequently asked questions and practical examples showing ways that firms can simplify messages while still achieving clarity of content in accordance with FCA rules.

At the script writing stage, Radiocentre’s Clearance team reference the guidance as they work with advertisers to help them focus on more concise terms and conditions while complying with regulatory obligations.

Radiocentre’s CEO Matt Payton said:

“We’re pleased that the FCA has confirmed renewal of our industry guidance. Commercial radio remains committed to helping brands reduce unnecessary complexity for listeners, while supporting the delivery of clear, effective and compliant advertising messages. We continue to work closely with the FCA and our advertisers to maintain this balance and ensure radio sustains its high level of trust with audiences.”

NOTE: As a result of the FCA’s CONC 3 Review, there may be areas of the guidance that will need to be updated or may no longer apply during the extension period. Radiocentre will continue to work closely with the FCA and industry stakeholders to reflect any relevant changes.