EU directive to ban BOGOF promotions

Marketers may be banned from using buy one get one free (BOGOF) tactics, when a European Union directive that restricts the use of the word “free” kicks in later this year. The EU Unfair Commercial Practices Directive is laid before the Parliament today (March 3).

The Institute of Sales Promotions has warned marketers that the directive lays out that the word “free” will only be allowed in relation to samples and gifts that do not require more than the “unavoidable” cost of a postage stamp or telephone call.

An ISP note adds that: “This does not stop any existing promotional mechanics. It simply means that the word free cannot be used in relation to them. For example, it would appear that ‘buy one get one free’ will not be acceptable, but the mechanic will remain perfectly legal and will have to be described as something like ‘Two for the price of one’.”

It says it does not believe there is any serious risk of any enforcement action against companies that launch promotional marketing campaigns before the may 26 implementation date. However, the ISP is now advising members to be aware of the requirements of the legislation.

Recommended

Bill Gates signs up to LinkedIn

Marketing Week

Microsoft chief Bill Gates has set up a profile on business-focused social network LinkedIn, in a bid to encourage young people to pursue careers in science and technology. The move comes as LinkedIn launches a tool that will allow its 19 million members to broadcast their daily activities to their connections, similar to the “status […]

Management team in Fila buyout

Marketing Week

Sports and lifestyle brand Fila has agreed a management buy-out of its Europe, Middle East, Africa and Indian sub continent division for an undisclosed sum. Chief executive Stefano di Martino has led the MBO and will continue in the same role. Former Adidas global marketing director Jan Valdmaa is joining the company as chairman and […]

Comments

    Leave a comment