Promotional activity in the UK has long operated under the dual constraints of self-regulation and compliance with formal laws from Parliament.
In 1890, the leading poster companies set up a Joint Censorship Committee to exclude objectionable posters and this was soon followed by the first major piece of legislation for the industry, the Advertising Regulations Act, which gave local authorities power to control poster hoardings. Both these developments concerned posters – then the most publicly intrusive form of advertising – but now self-regulation and the law cover all forms of marketing from online to direct mail, radio to video-on-demand (VOD).
The balance between self-regulation and law has, however, varied ...
Get Promotional Marketing, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
