Sale of Goods Act 1979 - The Sale of Goods Act lays down several conditions that all goods sold by a trader must meet. These conditions are that the goods must be as described, of satisfactory quality and fit for purpose. “As described” refers to any advert or verbal description made by the trader. “Satisfactory quality” covers minor and cosmetic defects as well as substantial problems. It also means that products must last a reasonable time. But it doesn't give you any rights if a fault was obvious or pointed out to you at point of sale. “Fit for purpose” covers not only the obvious purpose of an item but any purpose you queried and were given assurances about by the trader.
How this might affect the promotional activities – The Sales of Goods Act of 1979 may affect the promotional activities I plan to carry out for the launch of Cadbury’s Fuse Bar. This is because the act makes sure that goods are as described. Whilst carrying out the promotional activities for the launch of Cadbury’s Fuse Bar I will have to ensure that the product is described accurately.
Customer Protection Act 1987 – The Customer Protection Act governs both the pricing of products and product safety. The way in which prices are presented to customers is controlled by a very detailed code of practice. This covers most forms of promotional marketing. There are rules which deal for example with how sale prices can be claimed, introductory offers, recommended prices and free offers.
How this might affect the promotional activities – The Customer Protection Act of 1987 may affect the promotional activities I plan to carry out for this promotional campaign.
Morality and Ethics of Advertising
Businesses must also act morally and ethically when promoting their products and services. This means that businesses should act in an “acceptable” way when promoting products and services. Organisations that monitor business behaviour include:
Trading Standards Institute - The Trading Standards Institute, formerly the Institute of Trading Standards Administration (founded in 1956), formerly the Incorporated Society of Inspectors of Weights and Measures (founded in 1881), is the professional association which represents trading standards professionals in the UK and overseas. Trading Standards work with consumers and businesses to maintain fair trading and safety of consumer goods. It exists to promote and protect the success of a modern vibrant economy, and to safeguard the health, safety and wellbeing of citizens by enhancing the professionalism of members in support of empowering consumers, encouraging honest business and targeting rogue traders.
How this might affect the promotional activities – The Trading Standards Institute may affect the promotional activities of my promotional campaign for the launch of Cadbury’s Fuse Bar.
The Advertising Standards Authority - The Advertising Standards Authority regulates the content of advertisements, sales promotions and direct marketing in the UK. They can stop harmful, misleading or offensive advertising. They ensure that sales promotions are fairly run, and they can help decrease unwanted commercial mail (sent by post/email/text message).
How this might affect the promotional activities – The Advertising Standards Authority may affect the promotional activities I plan to use. This is because the ASA controls the content of advertisements, sales promotions and direct marketing in the UK. As they can stop harmful, misleading and offensive advertising I must make sure that my promotional activities do not cause offence, give out misleading information and are not harmful to any consumer. For example if a chose to include a swear word in my magazine advertisement for the Cadbury’s Fuse Bar, the ASA would most likely not allow the advertisement to continue being published/used.
The Independent Television Commission - The Independent Television Commission (ITC) licensed and regulated commercial television services in the United Kingdom (except S4C in Wales) between 1 January 1991 and 28 December 2003. In 1988, the Broadcasting Standards Council was set up to monitor 'taste and decency' on television. In 1990, large-scale changes brought about the Radio Authority, the privatization of the IBA's engineering division as NTL, and formation of the Independent Television Commission. The ITC has ceased to exist from 18 December 2003 and its duties have been assumed by Ofcom, the Office of Communications. Ofcom is the independent regulator and competition authority for the UK communications industries, with responsibilities across television, radio, telecommunications and wireless communications services.
How this might affect the promotional activities – ITC/Ofcom may affect the promotional activities I intend to use.
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