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The IPM Celebrates UK Success at the IMC European Awards 2015

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UK dominates with 26% of the total winners 

London, 10th December, 2015:  The Institute of Promotional Marketing (IPM) has celebrated UK success at the Integrated Marketing Communications (IMC) European Awards 2015, with UK agencies responsible for over a quarter (26%) of the total winners. The winners were announced at a drinks reception held last night at which six UK agencies were awarded gold (two), silver (10) and bronze (three) trophies.  

TRO took home The IMC Grand Prix for Lucozade Sport, Bringing the World Cup Home, in the Sponsorship/Joint Effort/Tie-in. TRO also won awards in the Brand Building (Nissan Innovation Station at London’s O2), Innovation Idea or Concept (Nissan Innovation Station at London’s O2) and Product Launch/Relaunch/Trial Campaigns (Lucozade Sport, Bringing the World Cup Home) categories.

Leith Links enjoyed quadruple success, receiving a gold award for Sponsorship/Joint Effort/Tie-in (How IRN-BRU Owned Glasgow 2014), silver awards across Event Marketing (How IRN-BRU Owned Glasgow 2014) and Innovation Idea or Concept, and a bronze award for Integrated Communication (How IRN-BRU Owned Glasgow 2014). Another notable winner was Arc, which took home a gold for Innovation Idea or Concept (McDonald’s FryFutbol) and double silver for Direct 1:1 Communication & Digital Communication (Old Spice Gentleman Hunt) and Sponsorship/Joint Effort/Tie-in (McDonald’s FryFutbol). A full list of all UK results can be found below.

Over 60 winners were named in this year’s awards, representing 27 agencies from 8 countries. All finalists in the IMC Awards are previous winners of national integrated marketing competitions. The only way that UK campaigns can qualify for entry to the IMC Awards is by first winning a trophy in the IPM Awards.

Dominic Lyle, Director General of EACA comments: “I am delighted to see yet another successful edition of the IMC European Awards. Congratulations to all the agencies and their clients for setting such a high standard for integrated marketing communications in Europe and special congratulations to TRO and Suntory Ltd for a well-deserved Grand Prix!”

Carey Trevill, managing director at the IPM, adds: “We’re thrilled and proud to see so many of our members recognised at the IMC European Awards. With 26% of the total wins, the UK has a lot to celebrate, and has certainly led the way in integrated communications in Europe. We look forward to building on this success further in the year ahead.” 

The IMC Awards are administered by the Integrated Marketing Communications Council (IMCC), part of the European Association of Communications Agencies. The IPM is a member of EACA and the IMC, and works closely with them both on supporting creativity and professional standards across Europe.

UK Results:

GRAND PRIX: 

Agency: TRO

Campaign: Lucozade Sport, Bringing the World Cup Home

Client: Suntory Ltd Category: Sponsorship/Joint Effort/Tie-in 

GOLD

Agency: Arc

Campaign: McDonald’s FryFutbol

Client: McDonald’s

Category: Innovation Idea or Concept 

Agency: Leith Links

Campaign: How IRN-BRU owned Glasgow 2014

Client: AG Barr

Category: Sponsorship/Joint Effort/Tie-in 

SILVER

Agency: whynot!

Campaign: Our Shout

Client: Heineken UK

Category: B2B  Agency: Arc & Leo Burnett Change

Campaign: NSPCC Flaw in the Law

Client: NSPCC

Category: Brand Building 

Agency: TRO

Campaign: Nissan Innovation Station at London’s O2 Client: Nissan Motor (GB) Limited

Category: Brand Building 

Agency: Arc & Leo Burnett Change

Campaign: NSPCC Flaw in the Law

Client: NSPCC

Category: Cause, Charity/Non-profit Marketing or Social 

Agency: 23red

Campaign: 10 Minute Shake Up

Client: Public Health England

Category: Cause, Charity/Non-profit Marketing or Social 

Agency: Arc

Campaign: Old Spice Gentleman Hunt

Client: Procter & Gamble

Category: Direct 1:1 Communication & Digital Communication 

Agency: Leith Links

Campaign: How IRN-BRU owned Glasgow 2014

Client: AG Barr

Category: Event Marketing 

Agency: Leith Links

Campaign: How IRN-BRU owned Glasgow 2014

Client: AG Barr

Category: Innovative Idea or Concept 

Agency: TRO

Campaign: Nissan Innovation Station at London’s O2

Client: Nissan Motor (GB) Limited

Category: Innovative Idea or Concept 

Agency: Arc

Campaign: McDonald’s FryFutbol

Client: McDonald’s Category: Sponsorship/Joint Event/Tie-in 

BRONZE

Agency: TLC Marketing UK

Campaign: The campaign for Added Value Everywhere

Client: TLC Marketing UK Category: B2B 

Agency: Leith Links Campaign: How IRN-BRU owned Glasgow 2014

Client: AG Barr

Category: Integrated Communication 

Agency: TRO

Campaign: Lucozade Sport – Bringing the World Cup

Client: Suntory Ltd

Category: Product Launch/Joint Effort/Tie-in 


IPM Chairman's Dinner - House of Lords

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Introduced by IPM President Lord Guy Black and hosted by Chairman Graham Temple, the IPM held its annual Chairman’s Dinner at the House of Lords on Wednesday 13th January. The topic of debate was the incoming General Data Protection Legislation (GDPR) and its potential impact on the creative industries, promotional marketing in particular.  

In a lively session, guests were treated over dinner to speeches from Lord Black; Graham Temple; Information Commissioner Christopher Graham; Global Customer Director for Coca-Cola Simon Miles; and CEO of the DMA Chris Combermale.  Due to be introduced in 2017, the GDPR has potential for wide ranging implications for brands, agencies and suppliers in the creative industries. While the Agreement is yet to be formerly drafted and agreed, attendees at the dinner were encouraged to use the two years ahead before the legislation comes into force across the EU to prepare their businesses accordingly. The new proposals are strict, and fines for contravention could run to 4% of global turnover for businesses. However, a key theme of the dinner discussion was that the greatest penalty resulting from improper use of customer data would come from the reputational damage to a brand and backlash from its customers themselves, rather than external penalties.  

During the evening, promotional marketers were urged to focus on their responsibilities to the consumer when approaching personal data management and use. The EU-wide nature of the GDPR implies a universal view which could be ignored by certain markets, and a current lack of clarity around the regulations means that many promotional marketers could be unaware of its relevance to them. The overall message from all speakers proved that putting the best interests of the consumer first, ahead of commercial or business implications to using data, should be the focus for businesses.  

Graham Temple, Chairman, IPM, comments, “The IPM cares about the industry’s ability to self-regulate ahead of external legislation, but it also cares about members’ ability to  adjust accordingly to the incoming GDPR. The regulations are something all promotional marketers, from any walk of life, should be aware. Consumers are becoming ever more comfortable with the use of data to inform marketing communications, but this faith is damaged by data breaches and, worse, businesses misusing or sharing that data without consumer consent. To fully prepare for the GDPR will require significant collaboration between our fellow creative industry trade bodies so our members can be adequately prepared. Furthermore, it requires a shift in mindset from marketers and brands alike to be more open and transparent about how customer data is deployed and used.”

The IPM announces new appointments to its Board of Directors

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The IPM announces three new appointments to its Board of Directors, following the latest round of member-driven elections.

Lucy Brackett, Marketing Services Manager at Epson UK; Robert White, Co-founder and Strategic Planning Director at ZEAL; and Sarah Burns, Director and Co-founder at Spark& Fuse, will all take up positions on the IPM Board from the brand owner, agency, and service provider sectors, respectively, with immediate effect. Fiona Beauchamp, head of shopper marketing at Bray Leino, steps down from her position on the IPM Board, where she has been instrumental in shaping the Education offering for IPM members. The IPM would like to thank Fiona for her invaluable inputs into the organisation, during a transformational period which saw the Board bringing about key changes in the promotional industry through their work with CAP and ASBOF contributing to the self-regulatory process. 

Graham Temple, Chairman of the IPM, comments “We are truly delighted to begin 2016 with an injection of new talent, to complement the existing expertise we around our boardroom table. The IPM is anticipating an exciting year ahead, continuing to serve its members, the wider marketing industry community and, through its ongoing collaborations with our industry body partners, championing the promotional marketing industry as a whole.”    

Sport Five Patent: Updated Advice January 2016

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IPM Press Release: May 2015, updated January 2016

The IPM wishes to put our Members on notice regarding the recent press releases concerning the Sport Five Patent (EP 0,929,874) relating to (UK) code based promotions. Sport Five are also referred to Lagardere Sports Germany GmbH.

We have looked into this on behalf of our Members and taken appropriate external advice from a Patent Attorney.

Should you have any concerns or have received communication on this specific Patent, ​we advise that specialist patent advice may be required.

Please contact our Legal Counsel, Hina Parmar on 020 7291 7730 or via hinap@theipm.org.uk.

Grocery Retail Offers: Under Scrutiny

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 Today, in response to a Which 'Super Complaint', some grocery retailers are under investigation for 'misleading' and unlawful pricing and promotional practices.

The Competition & Markets Authority are investigating and plan to take action against some of the UK's largest grocery chains to address practices that are deemed unlawful. Retailers include Waitrose, Asda, Tesco and Sainsbury's.

Carey Trevill comments “The IPM supports additional scrutiny on retail offers which do not offer real, tangible benefits to consumers – any offers which mean consumers are spending more significantly undermine a promotional tactic which is not only tremendously valuable to shoppers, but many low-income families rely on during their weekly shop.

Many modern shoppers are very promotionally-savvy while browsing the aisles. However, presenting misleading discounts or bulk buys presented as savings while actually causing people to spend more over standard RRP is not only bad practice, it undermines the customer relationship with the brand and the retail store – a potentially lose/lose/lose situation.”  

Please contact Limelight PR for further comments on 020 7927 8100.  

 

Sugar Tax: update

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Whilst the decision to place a tax on manufacturers that helps fund primary school health and fitness initiatives can only be seen as a sensible move, the educational piece that could and should have been added to this remit is missing. With news this morning that we have more obese adults in the world than are underweight, the Government here will be under even more pressure to create a fast-acting tipping point.

Our industry has been gearing up and changing formulations for some time now and not just in the drinks sector either, so it is now important to see how much further the Government and industry can push an educational message to consumers to combat the obesity crisis.

One change in one area is progress, but without effective education on balanced diets and exercise, as Mexico has shown, it can only go so far to changing behaviour.  In the longer term, if some brands choose not to reformulate, overall prices of soft drinks may be only mildly affected. The challenge then becomes how promotions and brand communications can be used to positively change consumption habits.  At the IPM, the industry initiative on obesity and the wider impact on children’s health is critical, and taken very seriously. As part of the CAP committee, we are actively supporting the role of advertising and marketing to help bring about the changes needed.

 The IPM believes its Members take a responsible approach already, and all seek to actively uphold CAP and IPM standards in this regard. Furthermore, the IPM has committed time and resource collaborating with other industry partners and bodies, to look at the challenges facing both industry and consumers and to find a workable, responsible solution for all parties. We will be seeking comment from our Members in this area and CAP are launching public consultation shortly. 

Code Based Promotions

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Back in May 2015, we released a statement that the IPM wishes to put our Members on notice regarding the recent press releases concerning the Sport Five Patent (EP 0,929,874) relating to (UK) code based promotions. We had looked into this on behalf of our Members and taken appropriate external advice with a positive outcome. 

We are now aware of a number of 'letters before action' released to many of our members and we would like to extend and offer support to our Members and any other marketers wishing to find out more. Please note that the IPM are unable to advise on the patent itself however we are able to support our Members with further important information regarding the advice we have received as part of our investigations. 

Should you have any concerns or have received communication on this specific Patent please contact our Legal team immediately on 020 7291 7730 or via Carey Trevill Managing Director on careyt@theipm.org.uk or Hina Parmar, Legal Counsel hinap@theipm.org.uk. 

CAP Policy Updates

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CAP Policy Update May 2016 

Advertising food to children 

The Executive began pre-consultation work in November, engaging with a range of stakeholders in England and the devolved nations.  It has now finished this pre-consultation work and is preparing to publish the full CAP consultation on whether to introduce further restrictions on HFSS advertising to children in May.  

Sales promotions  

CAP has recently taken the decision to change references to “sales promotions” to “promotional marketing” in the CAP Code, to reflect practitioners’ current understanding of the range of activity involved in running promotions.  This has resulted in a change to the name of the CAP Code as well as section 8 itself and a number of other references in the CAP Code as well as guidance.  The BCAP Code contains one reference to “sales promotions” in rule 19.11.  This will be amended to refer simply to ‘promotions’, to remain consistent with the CAP rules. These changes represent a change in terminology and shouldn't affect the interpretation of the rules.    

Gambling review

Gambling risk factors  Following the publication of the Gambling Review in 2015, CAP & BCAP had issued a call for evidence to a variety of stakeholders in the industry, asking for evidence of treatments in gambling ads that might be likely to increase the risk of harmful gambling behaviour. The aim of this project had been to enhance the existing guidance on the gambling rules. The responses to this call for evidence had not indicated that changes to the guidance were warranted.  In March, CAP& BCAP published a regulatory statement along with an evaluation of all the responses to reflect this, noting that they remained open to receiving new evidence in the future. 

Exploring the basis of a future Code Review 

CAP and BCAP have considered whether there was a need for a full Code Review of the kind that had been undertaken between 2007 and 2009.  Given that there have been no significant changes to the ASA system since the last Code Review that brought together legacy codes from the ITC and RA, and considering that the Regulatory Policy team regularly report to the Committees on potential changes to the Codes as part of a continual process of review to respond to legislative, social and market changes, CAP and BCAP consider there is no need for a wholesale review at this time.  It is likely that the Executive will review the usability and presentation of the Codes during 2016, as part of the work being carried out by the ASA/CAP Communications team to refresh the ASA and CAP websites.  

E-cigarettes/ Tobacco Products Directive 

CAP and BCAP have been giving particular attention to the development of the Tobacco and Related Products Regulations 2016 (TRPR) which implement the European Tobacco Products Directive and will become law in the UK on 20 May 2016. TRPR contains restrictions on the ads which have the direct or indirect effect of promoting unlicensed, nicotine-containing cigarettes. CAP published an article in February setting out its best understanding of the effect of the law. It is now working closely with the Department of Health to refine that understanding and will make further announcements in due course on how it intends to reflect the legislation. 

Causes and ideas remit review 

In Autumn 2015, it was the 12 month anniversary of the decision to remove causes and ideas in non-paid-for “offline” space from the remit of the CAP Code.  When the decision was announced in 2014, CAP had committed to review its decision after that time. During that period there had been no material objections to the change either internally or externally and on that basis, CAP has decided to maintain the change. 

 

Questions or queries? Please contact the IPM Legal team on 020 7291 7730 or email us on Legal@theipm.org.uk


 


CAP Code: Public Consultation Launched

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CAP have today published a public consultation to make key changes to the CAP Code following investigation into childhood obesity and societal issues. The IPM, as part of the CAP Committee, has been working closely on these proposals with CAP.

Here, we explain more about what is happening and why these changes are important to our Members.  

Available evidence shows that advertising has a modest effect on children’s food preferences, but other factors like parental influence, opportunities for physical exercise, education etc play greater roles in the causes of and solutions to childhood obesity*. However, CAP believes even a relatively small positive impact from new advertising restrictions could make a meaningful contribution to tackling this important health issue. 

CAP's proposals aim to 

  • Introduce a new rule to the UK Code of Non-broadcast Advertising, Direct and Promotional Marketing (the CAP Code) to limit where advertising for food and soft drink products high in fat, salt or sugar (HFSS products) can be placed in all non-broadcast media, including traditional and online media
  • Explore through consultation whether the new rule should prohibit HFSS product advertising in media targeted at or of particular appeal to children under 12 or under 16
  • Apply the existing rules prohibiting the use of promotions and licensed characters and celebrities popular with children to HFSS product advertising only, allowing more creative ways for healthier foods to be advertised to children

The full consultation can be read here.

The IPM's Managing Director, Carey Trevill comments 'The IPM welcomes the suggested amendments to the CAP Code, in particular the additional clarity provided in the proposed revisions around HFSS (High Fat Salt and Sugar) foods and young audiences.

This is a sensitive but important issue, and the suggested changes to the Code represents a recognition that the advertising and marketing industries can be part of the solution when it comes to getting the message out and addressing the country’s concerns around childhood, and adult, obesity. 

We also welcome the revision to the code in amending language from sales promotion to promotional marketing. This dynamic industry has long been conducting campaigns with activations well beyond sales promotion outputs, and it is wonderful for this variety of work to be recognised in the Code.'

Chairman of CAP, James Best said: “Too many children in the UK are growing up overweight or even obese, potentially damaging their health in later life and imposing a high cost on society. Advertising is just one small factor in a very complex equation but we believe we can play a positive part in addressing an urgent societal challenge. In proposing new rules, our aim is to strike the right balance between protecting children and enabling businesses to continue advertising their products responsibly.”

The consultation closes at 5pm on 22 July 2016. 

The IPM will be holding a webinar in the coming weeks to examine the changes and what these mean in practical terms for brands and agencies. Please see our events page to register your interest for this webinar. Joining us for the webinar will be a representative from CAP to answer your questions.  

For further comment, advice or just to unravel what this means for your brands, please contact the IPM on contact@theipm.org.uk or call us 020 7291 7730.

The impact of obesity in childhood is widely understood to be significant in both the short and longer terms. Public Health England considers that “obese children are more likely to be ill, be absent from school due to illness, experience health-related limitations and require more medical care than normal weight children. Overweight and obese children are also more likely to become obese adults and have a higher risk of morbidity, disability and premature mortality in adulthood”. *

What are the implications of UK exit from the EU?

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The IPM has been in many conversations regarding the implications of an EU exit. As Members of CAP, the IPM is looking to advise its members of the Code implications should an exit happen.

In the rounds of discussions about 'Brexit' or 'Bremain', it's important to understand what, if anything, might change for marketers. Below, we set out some key 'need to knows' and you can come and talk to us at any time about the potential implications for you, your brands and of course your business. 

When does the Referendum take place?

On 23 June this year the UK electorate will vote on whether to remain in or leave the European Union (‘Brexit’). The official campaign period started on 15 April and polls currently show very close figures for both outcomes.

What you need to know now

A vote to leave the EU will create a period of significant political uncertainty but we do not consider that it will cause immediate substantive shocks to the advertising self- and co-regulatory systems.    

  • In many places the Codes approximate or have regard to EU legislation but in the majority of cases these are EU Directives that have been transposed into UK law (e.g. CPRs). These would remain in place until / unless they were repealed. Regulations (for example the NHCR) are not implemented in UK law and would likely pose questions of justifiability, but would continue to have effect until the UK actually left the EU. 
  • Questions, concerns and lobbying activity are likely to build slowly over time. The main effect on CAP, BCAP and the ASA would likely be the resource and cost implications (particularly in regulatory policy and public affairs functions) of engaging with government departments, taking legal advice and answering internal and external queries related to ‘Brexit’. 
  • Marketers need not do anything differently at this stage and should look to maintain compliance with the Codes on an ongoing basis, irrespective of the outcome on 23 June.​

As there is much uncertainty around what the exit process would look like overall and particularly whether negotiations about the UK’s relationship with EU post-exit can be dealt with concurrently or not. 

What seems certain is that legislative time and the public debate during the exit period will be dominated by the exit process and renegotiation of bigger economic issues such as trade deals. For better or worse issues which affect advertising regulation are unlikely to be a priority.

 

What happens if you are working across several territories?

Here, we look at European law and the Codes.

There are two types of European law: Directives and Regulations. 

  • Directives are required to be transposed by member states, so there is always a corresponding piece of UK legislation. In these instances the UK legislation would endure beyond a UK exit until or unless it was repealed by parliament.  However it may face challenges on the grounds of justifiability and whether any harmonisation required by the EU in its application should reasonably continue. 
  • Regulations apply across the EU by default and do not require domestic implementing measures. Although these would technically remain in effect in the UK until it left the EU, without any UK implementing legislation and with a diminished risk of censure at a European level marketers might begin to question the need to comply with them. 
  • The UK government has said that EU-originating legislation will “continue to be law until parliament decides otherwise”, however issues of the justifiability and enforcement of those laws are likely to arise before parliament is able to grapple with them. 
  • Both the CAP and BCAP Codes (and therefore the ASA in their enforcement) in places either approximate or have regard to various pieces of European law or the UK implementing legislation. Where CAP and BCAP’s rules have their roots in those laws they are likely to encounter similar issues.
If you'd like to discuss further or simply need more information, please contact us on 020 7291 7730 and speak to our Legal Team.

Membership team grows at IPM

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We are delighted to announce that Richard Woods has joined the IPM has Head of Memberships. Richard has joined from children's charity, Rainbow Trust where he was Commercial Partnerships Manager. 

With a long track record of relationship building, we're delighted to welcome Richard on board to help look after our lovely Members!

Brexit: IPM view

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Brexit: View from the IPM 

At the IPM, we have been gathering views and opinions on the EU Referendum decision which was announced this morning. As a key part of the self-regulatory process, the IPM will be here to advise you on what this means for you and your businesses. We do not foresee any immediate harm to the advertising regulatory systems as advertising codes are based on a well-established system that we impose on ourselves, continuing our public industry commitment to high standards.  

Graham Temple, Chairman of the IPM gives his reaction to the news today “With the decision to exit the EU this morning,  the promotional marketing community will be assessing how this will impact us, our members, our businesses and our brands. It is clear that once we have absorbed and rationalised  the initial news, we will start the process of looking at what happens next. With a potentially long process ahead, the IPM is engaged with our close working partners in the UK and Europe. 

The UK boasts some of the most creative, problem solving minds on the planet and when it comes to promotional marketing, we have demonstrated for decades tenacity and versatility to overcome barriers that present themselves. 

Disruption provides the best growth opportunities and adaptability is key to the UK creative industry to staying on top – it’s in our DNA. 

Temple reminds us of the need for calm and measured approaches. "Now is the time for sound, rational thought about our future and the IPM will be working with our trade body partners to ensure a measured and cohesive approach is taken across the industry. What is clear is that the immediate action on how we regulate ourselves will be less dramatic as key changes will take time to work themselves through, bearing in mind that we will need to trigger the process ourselves first” 

The IPM issued guidance on how the CAP Code may be affected by an exit and we will update this guidance shortly. Please contact the IPM’s legal team should you require any further information about the immediate impact on your campaigns.  If you have any views or comments you would like to share, please let us know via contact@theipm.org.uk.

Obesity Strategy Update

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The publication of the Government’s long awaited Childhood Obesity Strategy today has been met with mixed views from campaigners, health experts and the public.

The strategy has been criticised for being ‘light touch’ and not going far enough in tackling the childhood obesity crisis. The measures highlighted in the strategy including 

  • a soft drinks levy 
  • an introduction of a sugar reduction programme to remove sugar from products children consume the most; 
  • updating the nutrient profiling model to reflect current government dietary guidelines;      
  • providing healthier choices in the public sector (i.e. hospitals, leisure centres etc.); and
  • encouraging all primary schools to offer at least 30 minutes of physical exercise a day.  

It was expected that the strategy would also include advertising restrictions such as a ban on junk food advertising pre-watershed and a restriction on multi-buy promotions on junk food.

These have been omitted from the final plan of action. This particular point has been met with a lot of criticism but of course is welcome news for the advertising industry.

Although we accept that advertising has a modest effect on children’s food preferences, we feel that advertising restrictions could make a meaningful contribution to helping tackle the issue and thus believe the CAP Consultation on food advertisement in non-broadcast media shows that the industry has already taken action. Many brand owners are already demonstrating a responsible marketing strategy for FMCG goods as a result.

Depending on the outcome of the consultation, the industry may still see restrictions in junk food ads aimed at children, however this will be through the self-regulatory process rather than government intervention which is welcomed by the IPM.

If you would like to speak to the IPM about the Obesity Strategy and what it might mean for your marketing communications, or any other comment you wish to make, please contact Carey Trevill on 020 7291 7730.

IPM Legal Advisory Service - Important Announcement

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It is with mixed emotions that I announce that Hina Parmar, Head of our Legal Advisory Service will shortly be leaving the IPM. 

Hina joined the IPM almost 3 years ago from the legal department of Selfridges and made an immediate impact, working closely with CAP, The Advertising Association, IPM lawyers Lewis Silkin and of course many of our Members for whom compliance with the self-regulatory code is so vital. 

During Hina’s time at the IPM she has been influential in a variety of projects across CAP and issues affecting our Members plus the IPM’s most recent addition to its education programme, the IPM’s Legal Code Certification course. 

I know that I speak on behalf of the IPM board and executive team when I say that having Hina as a colleague has been a pleasure and I would like to thank her for her professionalism, dedication, diligence and great sense of fun. She will be greatly missed by all her friends here at the IPM. 

We are all incredibly proud that Hina will be joining the in-house Legal team at AB InBev later this month and we wish her all the very best with this important career move.  

I would also like to take this opportunity to announce that we have appointed Laura Kelly to lead the IPM’s Legal Advisory Service. Many of you will know Laura from her role as Copy Advice Executive at the Committee of Advertising Practice. Laura has over six years’ experience working with CAP and the ASA. We are delighted that Laura will be joining the IPM team on 19th September. 

Graham Temple
IPM Chairman

IPM Dinner at the House of Lords – ‘Should Political Advertising be Regulated?’ 17th November 2016

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Hosted by Graham Temple, Chairman of the IPM and Lord Black of Brentwood with guest speakers Guy Parker ASA, Lord Saatchi and Oliver Dowden CBE MP.

Background 

Graham Temple, Chairman of the IPM together with the IPM’s President Lord Black of Brentwood hosted a dinner at The House of Lords, attended by representatives of its membership and associated industry bodies including CAP/BCAP, The ASA and The AA to discuss the emotive topic of whether political advertising should be regulated and if so: how and by whom? 

There isn’t any accountability or regulatory body similar to the ASA to check and approve political advertising in the same way that they check consumer messages. The truth is, that until Brexit, many of us didn’t know political advertising wasn’t regulated. There are no checks on claims and no sign-offs or independent bodies to verify information. 

The CPS are currently considering a complaint that the Leave campaign misled voters during the EU referendum campaign with the claim that the EU was costing £350m a week and repeated this claim despite being ticked off by the UK Statistics Authority. Under UK electoral law “undue influence” is considered a corrupt practice. Ultimately it will be for Parliament to decide. 

The IPM held a dinner at The House of Lords which was hosted by Graham Temple, IPM Chairman and Lord Black of Brentwood, President of the IPM and to discuss the views on the regulation of political advertising, or rather the lack of control and regulation"implied fact" based statements made by political parties

Insightful contributions to the debate were provided by Guy Parker, ASA, Lord Saatchi and Oliver Dowden CBE MP, who delivered their address to the assembled IPM members at the House of Lords on the argument of whether this area of politics should be covered in the self-regulatory process in the way that all other advertising is subjected to such as ASA scrutiny. 

With views expressed from all sides, including discussing the world of politics being a very different one to the world of businesses whose output is regulated on a day-to-day basis, many views were presented. Some argued that the political opinion has the right to decimate the opposition by whatever means possible but with the clear understanding that the world in Westminster is one that should be respected. With views that supported the need for clarity on facts, some opinion carried the motion of truth and honesty for a voting population that was swayed heavily by media. 

The debate heard contributions from many guests and these were expertly stewarded by Lord Black. There was much discussion about the complexities of democratic argument in the overall political debate for the public but there was no doubting that there were equal strong arguments that brands face the same competitive indifferences but need to deal with this within a tight self-regulative system to protect the consumer from misleading claims. 

Closing the debate, Lord Black commented that the important topic of regulation in political advertising had well and truly started. 

Pictured from left to right: Oliver Dowden CBE MP, Lord Black of Brentwood, Graham Temple Chairman IPM, Guy Parker CEO, ASA, Lord Saatchi Photo credits: Bronac McNeill

For more information and comment, please contact us for further information.

Pictures from the event can be viewed here.

CAP Code: New Rules Signify A Positive Change

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A positive change: New rules ban the advertising of high fat, salt and sugar food and soft drink products in children’s media

The IPM has a privileged position in the self-regulation of our industry with a seat on the CAP Committee. Our Legal Advisory Service for our Members helps you look at every aspect of your campaigns and promotions from a position of intricate knowledge of the CAP Code and UK Law.

As part of our role at CAP, we involved many of you in the consultation that had been underway for some months regarding how we advertise and market to children and families in direct relation to high fat, salt or sugar products (HFSS) as part of our approach to responsible marketing. 

Following a full public consultation, the Committee of Advertising Practice (CAP) has today announced tough new rules banning the advertising of high fat, salt or sugar (HFSS) food or soft drink products in children’s media. The rules will apply across all non-broadcast media including in print, cinema and, crucially, online and in social media. 

The rules, which will apply in media targeted at under 16's, will come into effect on 1st July 2017.

To summarise the key changes that will come into force: 

  • Ads that directly or indirectly promote an HFSS product cannot appear in children’s media
  • Ads for HFSS products cannot appear in other media where children make up over 25% of the audience
  • Ads for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children; advertisers may now use those techniques to better promote healthier options  
  • The Department of Health nutrient profiling model will be used to classify which products are HFSS

The IPM's Managing Director, Carey Trevill and Member of the CAP Committee, comments "Over the past two years we have seen a shift towards more responsible promotion across the board. Being involved in this consultation has shown that the entire industry embraces this forward thinking approach and we are delighted to support the changes in the CAP Code at the IPM".

This significant change is designed to help protect the health and wellbeing of children. 

Bringing the non-broadcast advertising rules in line with the TV rules, the new restrictions will lead to a major reduction in the number of ads for HFSS food and drinks seen by children. And it will also mean ads for HFSS products will no longer be allowed to appear around TV-like content online, such as on video-sharing platforms or advergames, if they are directed at or likely to appeal particularly to children. 

CAP’s review and the new rules come in response to wider concerns in society about childhood obesity and the public health challenges it poses. The new rules also respond to shifting media habits amongst young people and evolving advertising techniques which have fundamentally changed children’s relationship with media and advertising. Research from Ofcom shows that young people aged 5-15 are spending around 15 hours each week online – overtaking time spent watching a TV set for the first time.                                    

While there are many factors that have an impact on childhood obesity, and available evidence shows that the effect of advertising on children’s food preferences is relatively small, particularly when compared to other factors like parental influences; CAP believes that even a very small positive impact from these new ad restrictions could play a meaningful role in reducing potential harms to children. 

Chairman of CAP, James Best said: “Childhood obesity is a serious and complex issue and one that we’re determined to play our part in tackling. These restrictions will significantly reduce the number of ads for high, fat, salt or sugar products seen by children. Our tough new rules are a clear demonstration that the ad industry is willing and ready to act on its responsibilities and puts the protection of children at the heart of its work.”


The IPM supports this change and will be holding a special webinar on Thursday 15th December, in conjunction with CAP's Regulatory Advisor on the project, Andy Taylor to talk through what these changes mean for you and your campaigns. Register here for the webinar.

If you would like to talk about your campaign and need advice, please contact the IPM's Advisor, Laura Kelly on 020 3848 0444.

 

 

 

IPM Announces New Chairman and Board Directors for 2017

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Following a successful two-year tenure as Chairman of the IPM, Graham Temple has announced his successor for 2017. John Sylvester, currently Vice Chairman of the IPM and Chairman of Sodexo Benefits& Reward Services UK, takes up the role of IPM Chairman from January 1st 2017.

John Sylvester comments “I am delighted to follow Graham into this role and would like to thank him for the remarkable commitment and energy that he has so generously given to the IPM over his term.  We see significant changes ahead with Brexit and in the world economy.  Significant changes are also apparent in the promotional marketing industry and I look forward to working with Carey Trevill and her team at the IPM, at a time when the industry has the opportunity to be at its most disruptive and influential.  We remain committed to working closely with our Members to  champion their interests and the interests of the industry during this time of unprecedented change."

Outgoing Chairman, Graham Temple, has made significant contributions during his tenure overseeing the running of the organisation, including the appointment of Lord Black as IPM President and spearheading a drive to address the non-regulation of political advertising. Graham Temple commented “John takes the role of Chairman with my full support and that of the Board. His significant IPM Board and industry expertise ideally places him to take the IPM forward to our next chapter.”

In addition to the appointment of a new Chairman, the IPM held its annual member driven board elections. The IPM is delighted to welcome Jon Fish, Group Partnerships and Loyalty Director, Merlin Entertainments together with Adam Azor, Senior VP Integrated and Digital Marketing at Jack Morton Worldwide, who became Board Directors from 1st January 2017.  Bob Suppiah, Director of Promotions & Partnership Marketing at Sky, Becky Munday, CEO of Mando, and Marcus Sandwith, CEO at Haygarth were re-elected to the Board to continue their good work.

Jamie Barnard, General Counsel, Global Media, Marketing and eCommerce for Unilever and Tara Honeywell, Managing Director Mediator, step down after significant service and contributions over the past few years. The outgoing Chairman Graham Temple, would like to personally thank Jamie and Tara for their outstanding support. 


For more information, please contact Carey Trevill, Managing Director IPM on 020 3848 0444 or via careyt@theipm.org.uk.

IPM Cracks Down on Coupon Fraud

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The IPM’s Coupon Council, formed over 20 years ago, and remains central informing to the industry on best practices for coupon and voucher distribution and redemption.  With a landmark case in December 2016, the UK saw its first successful prosecution for significant coupon fraud concerning ‘print at home’ style coupons.  The party was found guilty under the Fraud Act, Section 1, Section 7(1) along with charges of acquiring criminal property, and was sentenced to 24 months imprisonment, although suspended for 24 months.  The message from the Crown Prosecution Service is clear: fraud will not be tolerated.  

Cyber crimes are on the up and the coupon industry continually looks at ways of improving security. With industry leaders, Valassis, RMI and MRM presenting as expert witnesses in the case, the IPM Coupon Council has prepared updated coupon guidelines for print and digital to help safeguard brand owners and retailers. Since coupon fraud peaked at over £270K per month in 2013, the IPM’s Coupon Council has worked with key industry players to identify and halt fraudulent coupons.   With this and other measures coupon fraud has dropped now to under £20K per month.  One such successful cooperation has been with eBay who remove fraudulent coupons being sold on line – most recently in November over 20 high value coupons were removed within hours of notification, stopping in its tracks the loss of thousands to the brands and retailers involved. 

Coupons have changed much in recent years and whilst the standard EAN 13 barcodes on printed coupons still present the most secure method of tracking redemptions, fraudsters have become more accomplished in faking high face value coupons. Peter Kerr, CEO of MRM and expert witness in the recent fraud case, comments “Security is everything for clients. Making sure guidelines are followed helps reduce fraudulent activity. The recent case just highlights how well fraud detection is working and this court sentence shows perpetrators that they won’t get away with fakes anymore”.  Along with traditional printed vouchers and coupons, several types of digital execution now exist so the IPM advises that uniquely numbered coupons are used for digital coupons to prevent fraud. In new digital best practice, the IPM advocates that the usual clear consumer-driven guidelines should always be followed, making sure that the retailer processing the coupon understands the ‘real-time’ nature of many digital coupons or vouchers and the risk of redeeming anything that can’t be verified.    

IPM Coupon Council Chairman, David Tymm, CEO of digital voucher business i-movo, cites the industry guidelines as the way forward to set the right self-regulation and adhere to the CAP Code. ‘Coupons are a great way for a brand to reward loyalty, encourage purchase and engage with consumers. It’s up to the industry to make sure that these important vehicles involving over 950 million transactions a year are looked after – the IPM remains central to fighting fraud in this sector to help promote effective marketing tools’ comments Carey Trevill, managing director of the IPM. ‘The IPM Coupon Council collaborates to ensure that the whole industry can act together.’  The IPM’s Coupon Council is represented by industry leaders in the processing field including MRM, i-movo, Quotient and brand owners such as Heinz. Education remains key to making sure brand owners don’t inadvertently fall foul of fraudsters. By sticking to tried and tested methods of delivery whether in print or digital mediums, risk is minimised across the board. 

Each week, the top five most fraudulent coupons are circulated with major retailers and between clearing agents. High face value coupons (over £2.00) are the most abused – often the type of voucher that is used by customer care departments. The IPM Coupon Council urges a review of these types of coupons and vouchers in the market place to ensure that all secure steps have been followed, all of which can be found on the IPM’s website.  It’s impossible to avoid 100% of fraud but taking steps to protect revenues is worthwhile.

Seeing coupon fraud peaking at over £3m few years ago, the collective efforts of the IPM’s Coupon Council Clearing Practices has seen this reduce in the past eighteen months, signaling a breakthrough for the battle against fraud.  With further warnings of austerity to come in 2017 and the announcement that household debt has risen again, vigilance in the industry is paramount to ensure we able to continue to reward through the use of coupons and vouchers and bring the letter of the law down on those who abuse it. 


 

For further comment on this article, please contact Carey Trevill at the IPM on 020 3848 0444 or email to careyt@theipm.org.uk.

Report on the Economic Contribution of Advertising in Europe

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As members of the IMCC we are pleased to inform you that a report has been issued today on The economic contribution of advertising in Europe. The study is conducted by Deloitte, commissioned by the World Federation of Advertisers and partly funded by a broad advertising industry coalition, including EACA. 

  • New report finds that every Euro spent on advertising powers a seven-fold boost to GDP, encourages innovation, supports employment and helps fund vital services  
  • European advertising industry calls for moratorium on further advertising restrictions to ensure associated hidden costs can be assessed

The first-ever EU-wide report to isolate the economic and social contribution of advertising highlights its ability to drive economic growth across the EU.

Value of Advertising, an independent study by Deloitte, has identified a multitude of benefits generated by advertising, to the overall economy, jobs and to civil society.   

Using econometric modelling, the study, which was commissioned by the World Federation of Advertisers and other industry partners, found that advertising contributed nearly 6m jobs across the EU and 4.6% of total GDP.   

The study identified three key areas where advertising provided direct or indirect benefits to European economies and citizens:  

Economic benefits: Every Euro spent on advertising is estimated to add an additional seven Euros to GDP. This means that the EUR 92 billion spent on advertising in 2014 in the EU would have contributed EUR 643 billion to GDP, representing 4.6% of the overall EU GDP. 

The study found that advertising contributes to the wider economy through its ability to support competitiveness, providing consumers with information on products and services, and helps to increase their choice of goods and services. This, in turn, drives innovation byincentivising businesses to create differentiated products and services, allowing them to out-compete their competitors not just in the EU but around the world.
  

Employment benefits: Advertising provides almost six million jobs in the EU, equivalent to 2.6% of all EU employment. These come in three areas:

Firstly, people employed directly in the production of advertising. These jobs account for 16% of the 5.8m total jobs supported by advertising. The study excludes employment associated with in-house production of advertising, so this is a conservative number. ·        

Secondly, jobs created in media and online businesses that are funded by advertising, including journalists and content producers as well as people working in out-of-home (OOH) or television, for example. This accounts for 10% of the 5.8m jobs. These roles have both greater job security and an average salary that is higher than seen in the rest of the economy. ·      

Finally, there are jobs created in the wider economy as a consequence of advertising activity. These range from sales jobs to roles supporting the ad business in industries such as hospitality. This area also includes roles created by the advertising-stimulated demand for products and services. It accounts for 74% of the 5.8m jobs. 

Social Benefits: Advertising provides personal and social benefits by funding or part funding media services. Advertising ensures that EU citizens benefit from news, entertainment and communications tools at a reduced cost or even for free. The €92bn spent on advertising in 2014 directly funded content of all kinds.  

Outdoor advertising also provides additional civic benefits in the form of an improved urban environment while search engines help people to reduce both the time and financial cost of seeking new information.  

Without advertising, funding for all sorts of media would be reduced. This could lead to more expensive TV-subscriptions, reduced newspapers and magazines’ plurality and independence, and radio stations would lack the ability to provide news and entertainment throughout the day. In addition, professional sports and cultural events would need to seek financial support from another source. 

Online, advertising largely funds free services that people across Europe use at little or no cost. For example, around 70% of EU citizens regularly use email services, while social media are accessed extremely widely.

“Advertising is a vital economic engine that encourages competition, drives innovation in business and provides significant benefits to society by funding or part funding media services, from news to entertainment. Policy-makers should be mindful that ad restrictions have important economic, social, and cultural consequences,” said Stephan Loerke, CEO of the World Federation of Advertisers.  

The European ad industry is calling for a moratorium on further restrictions on advertising to ensure that the overall impact of any new rules, including their unintended consequences, is fully assessed. Right now, the industry is concerned that the revised Audio Visual Media Services and ePrivacy directives will create additional restrictions, hurting the European digital economy and reducing its potential to create local champions and more jobs.   

“Advertising matters for employment, innovation, culture and entertainment, and supports media plurality, which is fundamental to democratic freedoms. The benefits are pervasive and run through the fabric of society,” said Loerke.      

WFA report - Economic Contribution of Advertising EU

VOA Executive Summary 

Value of Advertising

Industry best practice principles on data and privacy for advertising and marketing communications

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At the IPM we have long emphasised the importance of following best practice principles on data protection. It’s a crucial part of building trust with customers. We recommend all members read and follow the guidance recently issued by the AA, which reflects our own position on this important matter. If you have any question about how the EU General Data Protection Regulation (GDPR) will affect your data collection practices contact us at legal@theipm.org.uk

After an extended period of consultation across the UK advertising and marketing communications sectors, the Advertising Association Council agreed to adopt a series of best practice principles on data and privacy for advertising and marketing communications.

Why?
The AA hope the five straightforward recommendations will make it easy for organisations to understand and follow what we think are the fundamentals of using consumers’ personal data for advertising and marketing communications. the recommendations combine examples of best practice behaviour and provisions of the EU General Data Protection Regulation, which will be implemented in UK law in May 2018. 

Consumer trust is vitally important to the success of advertising – and this includes winning people’s trust and confidence in the way organisations use their personal data.

The five best practice principles on data and privacy

1.      Be responsible and accountable

- Use people’s personal data fairly and in line with the law
- Be accountable for how the organisation uses personal data for advertising and marketing communications
- Promote the responsible use of personal data through the organisation’s values and processes

2.      Treat personal data with care and integrity

- Take, and be able to demonstrate, all reasonable steps to keep people’s personal data secure and up to date
- Do not keep it for longer than necessary

3.      Respect people’s choices

- Get consent whenever the organisation asks for someone’s personal data for advertising and marketing communications
- Explain up front and in plain language how the person’s data will be used and how they will benefit. Only use it for the   purposes they have agreed to
- Ask the person for their marketing preferences when gathering their personal data – and honour these
- Provide easy ways for anyone to contact the organisation

4.      Be honest and fair

- Be clear, open and transparent
- Never target anyone irresponsibly with advertising or marketing communications

5.      Respect people’s privacy

- Respect people’s right to privacy when gathering personal data for advertising or marketing communication
- Ensure anyone can easily opt out of receiving advertising or marketing communications – and honour this

For more… Including suggested ‘dos and don’ts’ for organisations using personal data, download the file below

AdAssoc_Data_Principles_booklet_REFERENCE.pdf

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