Be sure to mark May 26 in your diaries, as next week the new Consumer Protection from Unfair Trading Regulations (CPUT) come into effect. CPUT covers, in part, misleading or exaggerated content in advertising and marketing campaigns and may spell bad news for viral and buzz marketers as well as any company that tries to misrepresent itself as a bogus advocate or ‘Astroturfer’ (someone who posts positive online comments disguised as a consumer).
I agree with Melody Bartlett’s editorial in this month’s edition of The Marketer when she states that ‘this is another milestone on a journey away from old-fashioned consumer persuasion and towards consumer support.’ Truth in advertising will always be a much-vexed issue, but any legislation that protects consumers from unfair, misleading and/or aggressive promotions has to be a step in the right direction.
Kudos to the UK Government for bringing us into line with our European cousins. Now if Westminster could only come up with a similarly comprehensive, across-government legislative response to pressing problems like ID fraud and impersonation of the dead, I for one would be a happier camper.
Enjoy the forthcoming Bank Holiday weekend, folks.
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