New industry seal to reassure consumers responding to promotions
13 May 2009
The Institute of Sales Promotion has launched a new initiative to boost consumer protection in the promotional marketing industry.
The ISP Seal, as the initiative is known, will provide a visible reassurance to consumers that they can respond to promotions, safe in the knowledge that they are properly run.
Advertisers and agencies will have the right to use the logo on promotions which the scheme determines to be legal and which follow the UK code of advertising and sales promotion (the CAP Code), and where the promoter has signed up to a code of conduct.
Mike Hughes, Director General of advertiser body ISBA, welcomed the launch of the ISP Seal: “Trust is central to the relationship between brands and their consumers, and initiatives such as this play a valuable role in building consumer confidence in promotional marketing.
“We encourage ISBA members to look at how they might be able to incorporate initiatives like the ISP Seal into their promotional marketing activities”
ISBA members wishing to find out more can visit the ISP Seal microsite at www.isp.org.uk/seal. As well as information about the seal, the site contains a list of promotions that have been granted the right to use it and details about how promotions are regulated, consumer rights and how people can complain about activities they think break the rules.
