Advertising and the Industry’s reputation

Advertising and the Industry’s reputation

The GGF was saddened to hear recently of a number of suspected non-compliant advertising and promotional activities by various installation companies (who are non-Members) which are likely to be reported to the Advertising Standards Authority (ASA).

The industry has worked hard at improving its reputation over the last 20 years and the GGF is concerned that reports of malpractice and breach of advertising standards will cast a shadow on our industry and potentially cause harm to our combined reputation.  

In view of these reports it is important for the industry to show the highest levels of professionalism in all its business activities both now and in the future. This includes advertising practices across the UK.

In the last few years, several high profile rulings across the glazing sector has brought increasing scrutiny by the ASA and as such, more exposure is likely if any practices do not fall in line with its regulations. 

As an example, companies who run promotional campaigns with large discounts that appear to run all year long are not compliant and this kind of sales promotion does not reflect well on the industry, or the companies themselves. Similarly, companies using ambiguous, exaggerated or unverified claims and taglines leave themselves open to criticism and potential complaints made to ASA, if clearly defined, true and accurate terminology isn’t used.

The GGF advises all companies to continue to make sure their practices are fully compliant to avoid any reporting or negative headlines. We request that you review your promotional activities to ensure they are in line with what is allowed by the ASA and make any adjustments needed to ensure full compliance.  

What Is The Advertising Standards Authority (ASA)?

The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator and their role is to ensure advertising placed across the UK media sticks to the Advertising Codes. Under the advertising rules, it is the responsibility of advertisers to ensure they hold appropriate evidence to back up claims made in their advertisements. 

The ASA responds to concerns and complaints from consumers and business, and where necessary, will ban advertisements that are misleading, harmful, offensive or irresponsible.

What Do The ASA Cover?

The ASA has a broad remit and the types of advertisements they deal with on complaints include the following:-

• Press ads
• Radio & TV ads
• Internet, smartphone and tablet ads
• Ad claims on companies’ own websites
• Commercial email and text messages
• Posters/billboards
• Leaflets and brochures
• Ads at the cinema
• Direct mail, whether addressed to you personally or not

The ASA also cover Online Behavioural Advertising (OBA). OBA is the practice of collecting information from web browsers (cookies) so that it can be used to deliver ads that are pertinent to the user of that computer.

Future Campaigns

When looking at future marketing and advertising campaigns it is essential that all rules and regulations are met and we would strongly advise you to visit the ASA website. The ASA’s sister organisation, The Committee of Advertising Practice (CAP), have produced a series of helpful guides that assist companies adhere to The Advertising Code.

For more information on OBA and the ASA Guides they provide you can visit their website here.

The ASA also have a Copy Advice Team who can provide free advice to companies on their non- broadcast marketing communications and the likelihood of whether they would be acceptable under the Advertising Code. You can call them on 020 7492 2100 should you have any enquiries.

Enhancing The Industry’s Reputation

Despite the high profile reports and headlines, our industry reputation is much higher than it was in the last century especially in the 1980s and 90s. In 2021, it’s important that we continue to enhance the industry’s reputation and constantly win homeowners’ trust. With more homeowners getting work done as we emerge from the pandemic, it is important to ensure the highest professional standards across all business activity are applied. The glass, glazing and fenestration industries have a chance to shine by showing ASA and other standards and regulatory bodies, that our industry is working hard to maintain the highest levels of professionalism.