Radiocentre welcomes plans to cut smallprint
The body representing a large proportion of commercial radio stations has welcomed the Chancellor’s announcement in the Budget of a plan to tackle terms and conditions in adverts that are hard to understand.
The government says it plans to bring forward measures to shorten and simplify T&Cs that confuse people. There’s expected to be a Green Paper on consumer protection, which will include the proposals announced today by Philip Hammond in the Commons.
Radiocentre says it provides an opportunity to tackle lengthy and garbled verbal warnings at the end of some radio adverts. The organisation has done research which shows that only 4% of listeners recall the total amount payable immediately after hearing a radio ad with a consumer credit offer. The study also showed that 58% of listeners thought the terms and conditions were there to protect the advertiser rather than the consumer.
Radiocentre estimates that the need for long terms and conditions at the end of radio commercials loses the industry around £120m a year in lost revenues because advertisers are put off by the requirement to have a long list of T&Cs at the end of their advert.
Siobhan Kenny, CEO of Radiocentre said: “We look forward to working with Government on improving the effectiveness of terms and conditions, so we can provide better consumer protection and well-crafted messages for our listeners. We are particularly interested in grasping any opportunities that might exist in a post-Brexit world, given that many of the current practices stem from compliance with European Directives.”