The Institute of Sales Promotion (ISP) is launching a consumer protection initiative in the form of the ISP Seal.
The ISP Seal has been devised to reassure customers that they can respond to promotions safe in the knowledge that they are properly run. The ISP has created the initiative in response to consumer concerns following negative media coverage of some high profile promotions and competitions.
The ISP Seal will appear on promotions which the ISP’s Legal Advisory Service determines are legal and follow the marketing industry’s self-regulatory code, and where the promoter has signed up to a code of conduct.
Use of the ISP Seal is not compulsory by ISP members. Any company that wants to use the ISP Seal will be required to sign up to a set of terms and conditions based on the CAP code.
The ISP Seal includes the web address of a microsite which carries information about the scheme, a list of promotions that have been granted the right to use it and other information about how promotions are regulated, consumer rights and how people can complain if they feel activities break the rules.