You may wonder what the big deal is with promotional compliance. You may believe it is the role of the agency or your in-house marketing or legal team and not worth outsourcing.
Perhaps you believe that all of your brand’s promotional activities are already being conducted in a fair and compliant manner and that there is no problem? So perhaps the question should be how well do you sleep at night, not knowing if your promotions might land you in hot water?
Over the past few years the regulators have become more stringent and the press more ready to criticise a brand that fails to maintain the integrity of its promotions. Here are some examples to remind you;
- High street retailer Boots mistakenly informed 9,000 Facebook entrants that they had won a promotion losing £90,000
- A London agency lost a major drinks client when their online activity issued lewd comments to underage participants.
- GCap Radio were fined £1.1million for not running a competition fairly.
- KitKat Big Brother instant win breached rules for independent supervision and winner selection.
- Bic Soleil breached rules for instant win promotions.
- GMTV were fined £2million for picking winners ahead of the closing date ( and not independently).
- BBC were fined £50,000 for running a phone-in vote and ignoring the public decision.
- ITV fined £13.5m for breaches of best practice with their promotions.
- Read about how ITV's voting scandal almost destroyed the careers of Ant and Dec here
Read more about other promotional disasters in our Marketing Week article here.
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