There are some things that our advertisers do that are illegal and then there are others that should be.
In both situations, it's the listener who gets punished when programmers fail to police these instances even before a fine comes the radio station's way.
Things every creative director needs to be on the lookout for every day:
1. End dates for copy. Nothing sounds less "live and local" than a spot for a Thanksgiving Day Sale on the day after the holiday.
2. Updates. Every time-dated spot or promo must have a "tomorrow" and "today" version. Would anyone tell a friend "sale ends November 20th" ON November 20th?
3. Sirens. No, it's not illegal to broadcast one on radio, but has anyone not been in a vehicle when one came on, felt deceived after pulling over to the side of the road, realizing they could have caused an accident? Surely, there's a more original and creative way to command attention than this hackneyed gimmick. Let's protect the ears and traffic safety of our listener and offer to make something better for the brand, gratis.
4. "The first listener to get to (remote location) wins..." Actually, this one could get you sued if someone causes a collision after speeding up to get your prize.
5. Anything that contains "prize, chance and consideration." But, you knew that.
I wish we'd handle numbers 1 through 3 as strictly as we do that one by using the phrase "I can't let you do that."
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1 year ago