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CopyClear Seminar

CopyClear Seminar. Introduction. Established in 2003 as an initiative of AAI, IAPI and the drinks industry. We provide a pre-publication vetting service for the advertising of alcohol brands

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CopyClear Seminar

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  1. CopyClear Seminar

  2. Introduction • Established in 2003 as an initiative of AAI, IAPI and the drinks industry. • We provide a pre-publication vetting service for the advertising of alcohol brands • A positive response to concerns around the content of some advertising and it’s potential appeal to children (under 18’s) • January 2013: ASAI expanded the remit of its code to include all on-line marketing activations

  3. Funding • CopyClear is funded fully by the Drinks Industry • Funding is on a pro-rata basis; i.e. the number of submissions per brand, per year

  4. What’s Our Mission ? • To enable you get your work into campaign in a way that is compliant with the codes

  5. What’s Our Mission ? • To enable you get your work into campaign in a way that is compliant with the codes through • Clear, swift, precise and objective feedback

  6. The Codes • ASAI Code • BAI General Advertising Code • BAI General Advertising Notes • AMCMB • MEAS

  7. The scope of our remit • We look at consumer marketing communications - across all media - for drinks’ brand activations in the Republic of Ireland • Advertising • On/off trade • Social – both owned and paid-for • Sponsorship • Experiential • If in doubt – submit the material anyway!

  8. What’s outside our Remit? • Mechanics surrounding promotions and competitions • Retailer advertising • Packaging • Media placement

  9. Some Numbers • In 2003, we reviewed 1,972 submissions • In 2014, 6,117 were processed • 311% increase • YTD – CopyClear have reviewed 5,327 submissions • 1,749 of these submissions have been in the digital space

  10. Our Single minded objective • Our objective is to ensure that all alcohol consumer brand advertising – across all media channels – complies with both the spirit and the letter of the codes.

  11. Spirit versus Letter • The letter = the literal meaning of a particular rule of the code • The spirit = is the intention behind that rule

  12. The CopyClear Team • Team comprises four Managers • Eoghan Nolan • Joe Clancy • Lynne Tracey • MagsMcLoughlin • All four are ex-advertising and marketing agencies

  13. How do we view the work? • We try to review all submissions from the perspective of the consumer • How are they likely to interpret your work? • What it the likely consumer take-out?

  14. How does the process operate? • You register with CopyClear. • Upload your files. • We meet Tuesday and Thursday 9.00 – 2.00. • At least 2 Managers on duty during these days/times. • Material received before 11.00am is reviewed that day.

  15. How do we respond? • When work is compliant, we provide Interim or Final Approval, as appropriate • When work is not compliant, we give precise and speedy feedback with specific reference to where the work does not comply and which aspects of the code are being infringed. • Work that receives Final Approval is allocated a Clearance Number.

  16. Clearance Numbers • Clearance numbers normally have a shelf life of 12 months • All material submitted after January 1st 2016 will be reviewed against the existing (6th edition) ASAI code and the new 7th edition of the code • This ensures that all material approved during 2016 will have the standard 12 month approval. • Any material that has been submitted in 2015 will need to be re-submitted in 2016 if it is to run during that calendar year.

  17. Things that delay the process • No attachment • Wrong level of Approval requested • Incorrect description of media channel. • Multiple submissions • Visuals without copy or vice versa • Supporting Material

  18. Note – We do not provide creative solutions / creative commentary

  19. Remember….. • Work approved for other markets is not automatically cleared to run in RoI

  20. Appeals Process • Collaborative and resolution focussed. • Average of 1-2 appeals in last three years

  21. Finally…. • The process works best when its collaborative

  22. Collaboration • Engage early and often – preferably at concept stage • Use the Footnotes available on the CopyClear website • Observe the spirit as well as the letter of the codes

  23. ASAI 7th Edition What are the copyclear footnotes?

  24. The CopyClear Footnotes • Drafted to help users of the ASAI understand the intent behind the 7th ASAI Code ... • & how the new code will be read and understood by the CopyClear Managers • Developed with the co-operation and approval of the code owners • Not binding on the ASAI nor its complaints committee

  25. ‘Primary responsibility for observing the Code rests with advertisers, promoters and direct marketers.’ • With regard to alcohol marketing communications, CopyClear provide an independent and objective approval service to ensure that your marketing communications are compliant with the appropriate codes • But – we cannot review material you don’t submit

  26. The ASAI Code • Section 9 specifically refers to Alcoholic Drinks • However, the Managers also refer to the general code, specifically: • Section 1 – Definition • Section 2 – Scope & Application • Section 3 – General Rules • Section 4 – Misleading Advertising

  27. How are marketing communications viewed? • 2.4(c) states: • ‘Compliance with the Code is assessed in the light of a marketing communication’s probable effect when taken as a whole and in context.’

  28. Consumer Take-out • Useful to understand the intent behind Mar Comms • CopyClear must ultimately consider the likely consumer take-out • What is the communication saying about the brand? • The likely consumer take-out is not always the intended consumer take-out.

  29. Social Dimension – 9.5 Section 9 – alcoholic drinks

  30. 9.5(a) • ‘Should not state, depict or implythat the presence or consumptionof alcohol can improve physical performance or personal qualities or capabilities.’ • More defined • Requires more stringent application

  31. 9.5(a) • This ‘shift’ may not be in actual behaviour and can be implied in a number of different ways – through • music, • changes in atmosphere, • environment, • Ambience • etc.

  32. 9.5(b) • ‘Should not state, depict or imply that the presence or consumption of alcohol can contribute to social, sporting or business success or distinction or that those who do not drink are less likely to be acceptable or successful than those who do.’

  33. 9.5(b) • A shift in behaviour • Does the character become cooler? More attractive? More likable? • Shift in ambience? • Does the scenario become cooler? More congenial? More sophisticated ….?

  34. 9.7(a) • Clearcast • This differs from the BCAP code which Clearcast apply, which states that ‘Advertisements must not imply that drinking alcohol is a key component of social success …’ • Cause / Effect

  35. 9.5(c) • ‘Should not state, depict or suggest, by word or allusion that the presence or consumption of alcohol can contribute towards sexual success or make the drinker more attractive. Advertisers should take account of public sensitivities regarding coarseness and sexual innuendo in marketing communications for alcohol.’

  36. 9.5(c) • Not about prohibiting ordinary, flirtatious, fun, glamarous behaviour • It is about behaviours between individuals or groups that are influenced in parallel to presence or consumption • Will look at atmosphere, music, ambience, etc.

  37. 9.7(a) • Clearcast • This differs from the BCAP code which Clearcast apply, which states ‘Advertisements must not link alcohol with sexual activity ..’ • Cause / Effect

  38. 9.5(d) • ‘Should not portray drinking alcohol as a challenge and should not state, depict or suggest that those who drink are brave, daring or tough.’ • Acts of bravery or daring are not precluded, providing: • Professionals engaged in their ‘everyday’ activity ..

  39. ‘brave, daring, tough’ Professionals engaged in their ‘everyday’ activity Eveyone must be over 25 years

  40. ‘Brave, daring, tough’ People engaged in a ‘brave’ activty that is being professionally managed Everyone must be over 25 years

  41. 9.5(d) • Challenging, amateur, reckless behaviour not permitted • There can be no undue risk around or implicit in the activity

  42. ‘brave, daring, tough’ Challenging, amateur, reckless behaviour not permitted

  43. 9.5 (d) • Note - there can be no consumption by the protagonists, even after engaging in the activity

  44. 9.5(e) • ‘Should not link in any way the presence or consumption of alcohol to aggressive, unruly, irresponsible or anti-social behaviour.’ • Presence or consumption • Prohibits behaviour that is potentially, or by implication, threatening / aggressive • Atmosphere, music etc. will be considered

  45. Aggressive, anti-social behaviour

  46. Children – 9.7 Section 9 – alcoholic drinks

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