54 Marketing Trends found for Regulation / UK


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US Broadcasters to Defy FCC, Retain Broadcast Spectrum for Wireless TV

Defiantly nose-thumbing the Federal Communications Commission, ten US broadcast station owners and two big media conglomerates are to form a joint venture to develop a Hulu-like wireless TV service via their unused airwaves. The joint venture is seen as the broadcast industry's single-finger response to the FCC’s attempt to cajole TV station owners to voluntarily relinquish valuable airwaves or spectrum for use as  next-generation wireless broadband.

[Estimated timeframe:2010-onward]

Heading the defiant tensome are NBC Universal, NewsCorporation’s Fox, Ion Media and Gannett Broadcasting - all of which have covertly planned over the past three years to exploit the spectrum to launch mobile digital television services .

Other members of the group are Belo, Cox, E W Scripps, Hearst, Media General, Meredith, Post Newsweek and Raycom.

Between them the companies can currently tap an estimated audience of 150 million.

Meantime, early mobile TV tests of  have been launched in the Washington DC area and the pilot scheme is scheduled to roll-out from the conceptual stage to become viable businesses that will include free, live and on-demand TV, print services and paid offerings.

The particpants will will not only finance the venture but also contribute content, spectrum and marketing services.

Each company's financial contribution will determine the allocation of equity, indicating that the major shareholders will be NBC and News Corporation.

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5140

UK Advertisers' Environmental Claims to Undergo Greater Scrutiny

Following a twelve-month period of industry-wide consultation, Britain's Advertising Standards Authority has unveiled details of new rules governing what advertisers may - or may not - claim for their products. Especially prominent in the ASA's crosswires is the hazy issue of of environmental credentials - which will face far tougher future scrutiny.

[Estimated timeframe:September 2010 onward]

The ASA's Committee of Advertising Practice, along with BCAP, the body governing broadcast ads, has simplified the current code from four sets of rules into a single document which contains a new provision for “social responsibility” - an amorphous term intended to prevent advertisers' exploitation of loopholes in the Code.

The most crucial changes attempt to stifle “greenwash”, where advertisers or agencies exaggerate a brand's environmental benefits.

According to the CAP, the claimed benefits “must be supported by a high level of substantiation”.  Failure to do so means that advertisers could be penalised for omitting “significant information”.

Any “green” claims must cover the full “life cycle” of a product, CAP says, and also acknowledge areas where scientists’ opinions are divided.

The Advertising Standards Authority has the notional power to ban advertisements it judges to be 'misleading', usually after complaints from the public.

The new guidelines will come into effect in September2010, although they do not have the force of law and depend on the voluntary cooperation of the UK advertising and media industries.

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5093

RTL Group Lobbies for Pan-European Relaxation of Ad Rules

Bertelsmann-owned TV conglomerate RTL Group - which operates in Germany, the UK, France, Holland, Belgium, Spain and Greece - is lobbying governments and regulators in those nations for an easing of the advertising rules - notably permission  to display programme sponsors' logos in the top right corner of TV screens opposite the channel's logo on the left.. Among other hoped-for concessions are ...

[Estimated timeframe:2010-onward]

 ... segment-targeted advertising and product placement in popular programmes, now possible thanks to tecnological advances. Also the expansion of other sponsorship activities.

Says RTL ceo Gerhard Zeiler: “I am pretty much convinced regulators are more open to gradually allowing more liberalisation in terms of the advertising forms, which we will have in TV.”

He also makes the point that the internet - unlike European TV - is not inhibited by any restrictions.on growth in advertising time.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5080

UK Conservative Party Hypes its Digital Manifesto

With a general election virtually certain in less than two months, Britain's Tory Party believes votes are up for grabs among the Island Nation's digiterati and has accordingly launched its digital manifesto with an accompanying ad campaign created by cyber-shop Lost Boys International. Among the manifesto promises awaiting amnesia are ...

[Estimated timeframe:May 2010 onward]

  • Legislating to enshrine the freedom of government data and create a powerful new Right to Government Data, enabling the public to request – and receive – government datasets. This will radically increase the amount of government data released – and will provide a multi-billion pound boost to the UK economy. President Obama’s administration has already implemented a ‘Right to Data’ policy.
     
  • Extending superfast 100 mbps broadband across most of the population. This is 50 times faster than Labour’s planned broadband network and would make the UK a hub for the creative industries
     
  • Publishing online every item of central government and Quango spending over £25,000 – including every contract in full. This will create new jobs by opening up government procurement to more SMEs. We will also publish online every item of local government spending over £500 – including every contract in full. In addition, detailed information on the salaries of senior civil servants and local council officials will be published online.
     
  • Creating a level playing field for open source IT in government procurement and open up government IT
    contracts to SMEs by breaking up large IT projects into smaller components.
     
  • We will also create a small IT development team in government – a ‘government skunkworks’ - that can develop low cost IT applications in-house and advise on the procurement of large projects.

According to Shadow Cabinet Minister, Francis Maude: "It is incredibly important that we get our economy moving again to get us out of Gordon Brown's recession. For too long we have endured a closed shop government - which keeps information from the public, fails to stimulate innovative industries and wastes money on bloated, unnecessary and gold plated IT projects."

"Our proposals will make the UK the most technology friendly Government in the world, introducing a right to government data, extending superfast broadband and creating a much more level playing field for SMEs."

Ads, created in-house, have been placed across sites including The Register, Mumsnet and CityAM to highlight core areas of the manifesto to key voters who might not understand how it affects them. 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: New Media Age (UK)
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5079

UK Food Standards Agency to Tighten Product Labelling Guidelines

Britain's Food Standards Agency - already at odds with some supermarket chains and foods manufacturers over its nutrition-labelling recommendations - has yet to remove the velvet glove from its upholstered fist. In its latest bid to stem the tsunami of salt, sugar and other additives to manufactured foods, the FSA's latest request to foodmakers is that packs and labels include both 'traffic light' colour guidance plus Guideline Daily Amounts (GDAs).

[Estimated timeframe:June 2010-onward]

The latest move follows agreement by the Agency's board that a single approach to front-of-pack nutrition labelling is esential. Moreover, it insists that only 'traffic light' colours - red amber, green – should be used to avoid consumer confusion”.

Says FSA board chairman Jeff Rooker: "The board was clear that it wanted a single approach to front of pack labelling that works. Tremendous progress has been made by industry in taking up front-of-pack labelling but different schemes are causing confusion to consumers”.

The FSA will “encourage” businesses to use both elements alongside text to help “consumers interpret nutritional information”. It also wants food-makers to ensure information is presented “in a way that is clearly visible and prominent”.

Additionally: “information on portion size should be realistic and not mislead” and that labels should be used on a wider range of processed packaged foods.

The FSA gave a thumbs-down to labels that express Guideline Daily Allowances in percentages - a preference expressed by a number of food industry dissidents.

Following acceptance of its recomendations by government ministers, the FSA will undertake a four to six week consultation on the technical guidance needed to implement the board's recommendations.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: mad.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5076

EU Gives Legal Weight to Universal Internet Access

Brussels lawmakers are planning to revise a European Union law, originally  enacted in 2002, to ensure all EU citizens have access to fixed-line telephone and internet services regardless of location - urban or rural. The intention is to bring the enlarged bloc into line with present-day technological requirements

[Estimated timeframe:by end 2010]

The European Commission - the executive as opposed to political - wing of the economic bloc, sees the current regulations as outdated and in need of expansion to allow for broadband access.

The EC is currently soliciting input from stakeholders and other interestyed parties as to how the law should be amended to provide for the financing of the project. The consultation closes 7 May 2010.

Legislative proposals will follow before the end of the year.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5073

UK Finally Legalises TV Product Placement

After half-a-century of covert deals, Britain's commercial TV companies have been given the legal green light for paid placement of products and brands within TV programmes - thanks partially to the landslide slump in traditional advertising and the remorseless lobbying of the main ad-funded terrestrial TV companies - ITV, Channel 4, and RTL-owned Five. But many onlookers fear this will open the PP floodgates to the detriment both of TV programme quality and conventional TV ad revenues.

Britain's Culture, Media and Sport secretary, politician Ben Bradshaw, hailed the move as an “important departure” and said on Tuesday that the Brown administration will legislate to allow TV product placement. It will do this by enacting a European directive from 2007 which the European parliament originally said should have been implemented by the end of last year.

Clearly reluctant to admit to pressure from the politically unpopular EU, Bradshaw claimed: “Not to do so [legalise PP] would jeopardise the competitiveness of UK programme makers as against the rest of the EU, and this is something which we cannot afford to do.”

The concessions do not extend to the publicly-funded BBC; whilst commercial channels' current affairs, consumer and religious programmes will also be exempt from product placement. As will news bulletins and shows targeting children.

As predicted, the government will also forbid placement of products such as alcoholic drinks, foods that have high levels of fat, salt or sugar, OTC medicines, baby milk, gambling and smoking.

Estimates of the annual revenues generated by PP range between £25m and £100m, and will compensate to some extent for the ongoing decline of the £3bn market in TV advertising - forecast to continue until 2012.

According to Bradshaw, continuation of the longstanding ban would deny the ailing TV companies a new income stream “at a time when this crucial part of our creative industries needs all the support we can give it”.

Denmark is now the sole EU member-state to resist introducing product placement.


 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5030

UK Mulls Castration of Cigarette Brands by Generic Packaging

Battle lines are being drawn-up in the UK, the combatants promising, like Virgil: "Wars, horrible wars, and the Tiber foaming with much blood." The cause over which this battle will be fought is the UK government's threat to impose generic packaging for all cigarette brands as a key element of its campaign to slash smoking rates by half over the forthcoming decade. The monolithic British American Tobacco Company promised that the UK government would have "a huge fight on its hands" if it tried to dictate the way in which cigarette brands are packaged.

The tobacco barons' call to arms came in response to the UK Department of Health's announcement earlier this week that it will consider mandating generic packaging for all cigarettes as part of an hawkish campaign to halve smoking rates by 2020.

Such packs would be uniform white or brown with logos or other colors banned and the brand name in a simple typeface. Large health warnings would feature on the packs, as they do already.

The report, drawn up by health officials, describes the currrent guileful packaging as a "silent salesman" for tobacco brands, claiming that without such packaging, consumers would be more likely to heed the health warnings and less likely to fall for the line that some tobacco brands are less harmful than others.

In response, the tobacco lobby predictably went straight into attack mode, threatening "a huge fight" and issuing a blustering non sequitor that "brands are valuable corporate assets and the government risks breaching various legal obligations relating to intellectual property rights, international trade and European law".

The proposals also require cigarettes to be removed from display instore and kept out of shoppers' sight.

 

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5010

EU Trains Crosswires on Behavioural Ads

European Union WonderWoman, aka Viviane Reding, EC Commissioner for Information Society and Media, is threatening Draconian new laws to curb privacy-breaching technology like airport body scanners. Also in the intellectually muscular Reding's sights is the fast-metastasizing social networking industry which - she believes - is not doing enough to  protect children using its services.

In a speech to mark the EC's Data Protection Day, Reding (pictured) revealed she is studying more than 160 responses to proposed changes to data protection law - most of which favoured stronger rules. The Commissioner also believes there must be greater clarity as to how key principles like consent and transparency work in practice.

This would ensure ...

  • That data was safe no matter where the data controller was located.
  • There should be promotion of 'privacy by design'.
  • There would be stronger enforcement.

She told attendees that the basic principles of data protection should cover all areas of European life including police and judicial and dealings with countries outside the EU, with a knowing nod in the direction of the USA.

And she was scathing about body scanners - which this week have been rushed into British airports in a kneejerk response to the Christmas Day pants-bomber debacle. Said Reding: "I am convinced that body scanners have a considerable privacy-invasive potential. Their usefulness is still to be proven. Their impact on health has not yet been fully assessed. Therefore I cannot imagine this privacy-intrusive technique being imposed on us without full consideration of its impact."

Reding then turned her crosswires on Facebook, MySpace and Twitter, warning that children's profiles on such sites should be private by default.

She also voiced her concern about behavioural advertising -  notably the British government's laissez-faire response to behavioural-tracker Phorm, in reagrd to which Reding has launched an infringement procedure against the Brown administration.

She said: "For me it is clear that without the prior informed consent of citizens their data cannot be used."

This lady doesn't mark-time. She will report back on 9 February as to the progress made in discussing these issues with the organisations concerned.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheRegister.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5002

Brit Advertisers Unenthused by Product Placement

The likelihood of product placement on British TV took a backward step this week when ISBA [Incorporated Society of British Advertisers] declared itself lukewarm about the practice, plans to legalize which have been enthusiastically hailed by ailing TV companies and ad agencies. In adopting such a stance ISBA finds itself an unlikely ally of medical, religious and ethical pressure groups. So why this unexpected opposition?

According to ISBA media and advertising director Bob Wooton: “Advertisers paying more to place their products might then naturally expect to see them placed more prominently and it is this increased visibility that may well increase complaints from viewers."

Which, in turn, might lead to the “double disadvantage of higher costs for advertisers". Aha!

ISBA's concerns are at odds with many ad agencies which see PP as a useful source of additional revenue in hard times;  and - unsurprisingly - with ITV, the UK's largest commercial broadcaster, which has long lobbied for the removal of the government-imposed ban on paid product placement.

Wooton claims that many advertisers prefer the current system of “prop placement”, whereby agencies arrange for branded goods to be included in shows without having to pay the broadcaster or producer - an argument more convincing than ethereal worries about "complaints from viewers".

The controversial issue of paid product placement in TV programmes - currently illegal - is in the final stages of a consultation instigated by media watchdog Ofcom. The consultation period ends this week.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=4968



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