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Niall Cook highlights the introduction of the Consumer Protection from Unfair Trading Regulations Act, which comes into effect in May in the UK. Cook points out that “under the legislation, which comes into force on 26 May 2008, strict regulations will be placed on commercial communications. One particular clause will make the following a criminal offence”:
Falsely claiming or creating the impression that the trader is not acting for the purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer.
Cook notes that the Institute of Practitioners in Advertising has advised that this affect marketing activities such as:
• seeding positive messages about a brand in a blog without stating that the message has been created by or on behalf of the brand;
• using buzz marketing specialists to communicate with consumers in social situations without disclosing they are acting for the brand;
• seeding viral ads on the internet that implies you are a simple [sic] member of the public.
The Irish Times reports (subscription required) that the distribution of advertising leaflets and other promotional materials in Dublin city centre is to be banned.
According to the The Sunday Independent, the newsrooms of NewsTalk and Today FM are to be merged as a consolidation measure following Denis O’Brien’s purchase of Today FM last year.
Technorati Tags: Edelman, PR, Public Relations