Radiocentre’s new Head of Advertising Clearance, Jo Verrill, writes about trust in advertising as she settles in to her new role.
This week marks a new chapter for me as I take up the role of Head of Advertising Clearance at Radiocentre. I am delighted to be taking on this job at such a key moment of growth and opportunity in the audio industry. In many ways it could not be more timely, following the recent publication of a new landmark global study showcasing audio’s ‘catalytic’ effect on advertising campaigns – including a mind-blowing 81% amplification of trust.
There is growing recognition of the essential role trust plays in effective advertising. An IPA report released earlier this year confirmed that trust-building ad campaigns improve business outcomes. More specifically, IPA Touchpoints data show trust in radio advertising is higher than for other media.
Radiocentre Clearance helps hundreds of brands deliver that promise of trust to listeners every single day. As the experts in audio clearance, we ensure that the adverts reaching audiences not only comply with the rules but also honour the values that make radio such a trusted medium. This is not about bureaucracy or ‘signing off’ scripts; it’s about actively contributing to the credibility and integrity that underpins the entire UK advertising industry.
As a long-time radio fan, joining the team responsible for helping to reinforce that trust through clearance is a privilege and a responsibility I take to heart. There is an ever-growing gap between the accuracy of advertising in some online spaces, where pre-clearance is not mandatory, and broadcast, where it is. This gap erodes trust across the entire industry, which is why I will be collaborating with regulators and industry partners to address this disparity and work towards bringing other platforms up to the same standards.
We don’t treat clearance as a box-ticking exercise. Legals aren’t just there to protect the brand; their primary function is to help the consumer make informed decisions, and for informed decisions to be made the information needs to be clear, concise and relevant. Our research has repeatedly demonstrated that lengthy terms and conditions lead to poorer understanding.
Earlier this year we extended our partnership with the Financial Conduct Authority, enabling us to continue to provide regulator-endorsed guidance on consumer credit legals in car ads. This has helped to cut down on the terms and conditions attached to finance offers while also providing the much-needed reassurance to compliance teams. This impressive work has already made a difference to adverts in this category. I know we can go further on improving terms and conditions, and I’ll be making sure this is explored in other product categories.
While audio advertising is not necessarily facing any imminent regulatory threats, we can’t be complacent in a rapidly shifting political landscape. That’s why I will be continuing to ensure radio’s voice is strongly represented in regulatory forums, including the BCAP board and the ASA, so that the rules remain fit for purpose and are appropriate for the very specific needs of audio.
I’m also excited to see how the advertising world will evolve and innovate in the coming years. I see Radiocentre Clearance as a key part of that journey and we will be working hard to be ready to slot in and facilitate these new technologies.
Finally, it goes without saying that I am taking on an incredible 30-year legacy from Yvonne Kintoff, who has overseen this work since its inception in 1996. The radio industry benefits every day from the depth of knowledge, judgement and commitment she has built within Radiocentre Clearance. The team’s speed and expertise is absolutely remarkable. The level of skill is outstanding, and I am honoured to be leading such an exceptional team.
Jo Verrill – Head of Advertising Clearance, Radiocentre.
