ISBA Urges Members To Swat Flyposting Tactics
ISBA is urging advertisers to stop using flyposting to achieve edgy standout and attract young audiences amid increasingly firm crackdowns on the practice by local authorities and the police.
The industry body states that several recent developments, especially the use of Anti-Social Behaviour Orders, mean that advertisers and agencies involved in flyposting are now at serious risk of legal prosecution.
Explaining the dangers, Bob Wootton, ISBA’s director of media and advertising, said: “In the past, many in the industry have quietly condoned flyposting, usually as an edgy way of reaching urban youth audiences. However, the authorities now have the instruments to enable them to strike at its heart, and rapidly.”
He added: “The message for advertisers is ever clearer. Flyposting is illegal and anyone involved with it – client, agency or media owner – is increasingly likely to find themselves on the end of embarrassing and potentially costly legal action. The dangers are real. In this environment we strongly recommend our members do not get involved.”
Earlier this year Camden borough council, threatened to take out ASBOs against several high-profile record companies, Sony and BMG, over their flyposting promotions. However, legal action was avoided when the companies’ chiefs pledged to stop the practice. Had the record bosses not backed down, a five-year prison sentence could have been imposed.
Companies targeting advertising at young markets are increasingly being forced to find alternative mediums through with which to spread their message. Proposed changes by the Government and industry regulator Ofcom to alcohol advertising regulations could outlaw several current campaigns, leaving advertisers stranded without a viable medium (see ISBA Group To Work With Ofcom On Alcohol Advertising).
Food advertising is also being increasingly thrown into the spotlight and while Ofcom recently ruled out a ban on advertising junk food on television during children’s programmes, the regulator has promised to examine the topic again when new data becomes available (see Ofcom Rules Out “Ineffective” Ban On Junk Food Ads).
ISBA: 020 7499 7502 www.isba.org.uk
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