FCA Confirmed Industry Guidance
Ensuring Financial promotions for motors brands on radio are clear fair and not misleading.
Financial promotions play an important role in influencing consumers at the start of the decision-making journey and it is therefore important for brands to provide accurate and balanced information that can be easily understood and recalled by the consumer. In the case of radio promotions, that information has to be read aloud, often at the end of the promotion.
However sometimes firms interpret the FCA’s “clear, fair and not misleading” rule as necessitating the inclusion of large amounts of information in the Ts&Cs at the end of radio ads even when this isn’t always required. Research demonstrates that when the Ts&Cs become too long this can be counterproductive to listener recall and understanding and isn’t therefore in the interests of consumers.
This FCA confirmed industry guidance aims to help compliance teams achieve clarity of content in accordance with FCA rules whilst at the same time keeping the Ts&Cs as clear and simple as possible. Click here to download.