Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional...
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Transcript of Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional...
![Page 1: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/1.jpg)
Laura Mackenzie – Solicitor, Browne Jacobson LLP
Jude King – Trainee Solicitor, Browne Jacobson LLP
![Page 2: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/2.jpg)
Non-traditional media: our focus
• Experiential advertising:
– Apps
• New platforms:
– Cashpoints
– Ads on the move
![Page 3: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/3.jpg)
Regulation of non-traditional
advertising • When does an experience or game become an ad?
• The importance of being identifiable
CAP Code rule 2.1 and 3.1
• Identification and social media
![Page 4: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/4.jpg)
What is experiential advertising?
• No longer limited to purely in-store experiences
• Latest technology brings new ways to advertise
• Successful examples
![Page 5: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/5.jpg)
Experiential advertising: apps
Weetabix - WeetaKid app
CAP rules
• Credulity and Unfair Pressure
• Direct Exhortation and
Parental Authority
![Page 6: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/6.jpg)
Experiential advertising: apps
O2 app – free Cadbury chocolate bar
CAP rules
• Misleading advertising
• Availability
• Sales promotions
![Page 7: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/7.jpg)
New platforms:
Targeted products
Peachy.co.uk
"Small bites put a smile on your lips! You can now get a loan from
£50 to £500 and pay it back in small bits ...".
CAP rules
• Social responsibility
• Other comparisons
![Page 8: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/8.jpg)
New platforms:
Targeted products
Koosday Events
“I DON'T WANT TO DIE SOBER”
CAP rules
• Alcohol
• Harm and offence
![Page 9: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/9.jpg)
New platforms: cashpoint
receipts Barclays Bank "Win a pair of Barclays Premier League match tickets every 90
minutes, every day, until the end of the 2013/2014 season".
CAP rules
• Misleading advertising
• Qualification
• Sales promotions
• Administration
• Significant conditions for
promotions
![Page 10: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/10.jpg)
New platforms:
moving vehicles and local ads
• Qualification in ads – problems
• Misleading concerns
![Page 11: Brands Advertising and Marketing Event - Thinking outside the box: regulating non-traditional advertising - Laura Mackenzie & Jude King - 16 October 2014](https://reader038.fdocuments.us/reader038/viewer/2022100602/558b5750d8b42a42698b4793/html5/thumbnails/11.jpg)
A final thought
https://www.youtube.com/watch?v=316AzLYfAzw