Adverts Fail To Comply With Industry Standards

Over 60% of advertisements in regional newspapers and 68% in popular magazines fail to comply with new advertising regulations, according to a review carried out across the UK by the Office Of Fair Trading (OFT).

The nationwide review found a poor rate of compliance with the Consumer Credit Advertisements Regulations, with most of the breaches concerned with the way that typical annual percentage rates (APR) were depicted in advertisements.

The OFT found that many advertisements did not display typical APR, did not give it the required prominence or showed more than one typical APR in an advert.

Commenting on the findings, Sir John Vickers, OFT chairman said: “The findings of our sweep are most unsatisfactory for consumers, who must have clear information on the costs of loans. The OFT and trading standards services are working with business to drive up compliance, and will take enforcement action where necessary.”

Vickers revealed that, the OFT and local trading standards services have will be providing targeted advice and support to businesses in order to achieve compliance.

Advertising standards bodies are clamping down on adverts not complying with industry rules, with the latest high-profile casualty being Jamster’s adverts featuring animated characters Crazy Frog, Nessie the Dragon and Sweetie the Chick (see ASA Dishes Out Pre-Watershed Ban On Crazy Frog).

The Advertising Standards Authority (ASA) has held up nearly 300 complaints against the irritating ringtone advertisements, ruling that a “timing restriction placing the ads post 9pm should be applied.”

Office of Fair Trading: 08457 22 44 99 www.oft.gov.uk