Advertising laws are quite strict in the United Kingdom because unsolicited messages, advisories and inappropriate advertisements can affect the sensibilities of citizens. All around Europe and the western world, advertisements are regulated for false advertising, children-targeted advertising, tobacco advertising and alcohol advertising. Corporations are allowed to make market and advertising campaigns on the condition that they properly adhere to the following UK laws on advertisements.
1. Outdoor Advertising
The UK Town and County Planning System regulate advertising billboards and print advertisements. Each advertisement medium should have a permit from the Planning Authority. It is considered a criminal offense not to have these permits when needed. The fine for each offense is £2500. Almost every UK major outdoor billboard company already received these offenses to date.
2. Content
All UK advertising content in print ads, television, radio and Internet should promote wholesome messages and should never target children below 10 years of age. All content should not be misleading, inaccurate, ambiguous, exaggerated or even omitted. Laws may apply if certain UK group sensibilities become offended.
3. Direct Marketing
Direct mailing to customers are also within the Advertising Standards Authority’s investigation remit. Sometimes, unsolicited emails, brochures and catalogues sent excessively could become irritating and offensive to some customers.
4. Internet
In the Internet, the use of pop up advertisements, banner advertisements and sponsored links are also regulated. It is important that Internet marketers do not use black hat optimization techniques to attract customers because it could cause computer system breakdowns in some customer terminals or excessive resource use that could damage systems.
