Enforcement is the fly in the ointment

The article “Is the writing on the wall for flyposting” (MW May 15) puts the spotlight on two highly important issues. It highlights the illegality of the practice – a stance supported by the Institute of Sales Promotion: at the ISP Awards, two potential Gold winners were disqualified because flyposting was a part of their campaigns.

The article also draws attention to the inadequate enforcement measures available. By the time sanctions can be invoked, the campaign has achieved its objectives. This is of increasing concern to the ISP: the UK has by far the most effective self-regulatory system in Europe for advertising and sales promotion, but it is let down by inadequate enforcement methods.

There is nothing wrong with the legislation or codes in this area, but sadly there is a lack of will to enforce the law.

Edwin Mutton

Director-general

The Institute of Sales Promotion

London N1

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