Trade body backtracks over warning on BOGOFs

by Nicola Clark Marketing 08-Apr-08, 09:00

LONDON - The Institute of Sales Promotion (ISP) has been forced to revise its claims that marketers will no longer be allowed to use the term 'buy one get one free' (BOGOF) to comply with new legislation.

The body had previously warned its members that the use of 'the most powerful words in sales promotion' would have to be abandoned in May, when the Consumer Protection from Unfair Trading Regulations 2008 comes into effect (Marketing, 11 March).

It wrote to members claiming that the term would 'not be acceptable', adding that, while the mechanic would remain legal, it would have to be described in terms such as 'Two for the price of one'.

'This does not stop any existing promotional mechanics,' it said. 'It simply means that the word free cannot be used in relation to them.'

However, the ISP has now said that the UK authorities will 'ignore the implications of the Directive as it applies to the word "free" unless and until they are made to change their position'.

The incoming rules ban unfair sales practices including bogus closing-down sales and prize-draw scams. The changes will have a major impact on marketing strategies, clamping down on practices from commercial blogging and online product placement to falsely claiming limited availability of stock.