Reader offers could all but disappear if recent changes to the Committee of Advertising Practice Codes on sales promotions are misinterpreted, a promotions expert has warned.
Last month, CAP issued revisions in line with the Unfair Commercial Practices Directive and Consumer Protection from Unfair Trading Regulations.
Under the new rules, promoters must be able to prove they have a reasonable estimate of likely demand for promotional items, such as collecting points for a teddy bear, or that consumers have sufficient information, presented ‘clearly to make an informed decision’.
“This change might not recognise that a limited quantity offer is a totally different mechanic from save points which is designed to satisfy all participants,” warned Philip Circus, consultant legal director at PromoVeritas. “My fear is that the ASA will apply the rule in a way that could eliminate this type of offer.”