UK: DTI To Drop Radio Warnings

Competition and Consumer Affairs Minister, Nigel Griffiths, has taken the first steps to drop the requirement to read out warning statements at the end of radio credit ads.

In a strongly pro-abolition consultation paper, issued last week, the DTI is seeking market approval to a move, which should see the end of the need for phrases on radio like “Your home is at risk if you fail to keep up with your mortgage payments”.

Such statements can often add up to 20 seconds to a 30 second radio commercial and have been criticised by advertisers and radio stations alike as costly and largely irrelevant.