A DUBLIN MEP wants the law changed to get rid of the “terms and conditions apply” part of radio ads.
Brian Hayes says the fast-paced disclaimers cost stations money and is an example of overreaching Brussels bureaucracy. Hayes suggests sending listeners to a website instead.
The disclaimers are carried as part of a European Commission directive – The Consumer Credit Directive – which requires advertisers carry the disclaimers.
Hayes makes the argument that visual media can carry the notices in small print – a luxury not available to radio advertisers.
“Radio adverts are different. In order for radio stations to comply, they are required to read out the terms and conditions of every advert. This requirement means that a company who purchases 40 seconds of advertising can actually only advertise for 20 seconds as the remainder of the advert is filled with terms and conditions.”
Hayes says he has written to Commission Vice President Frans Timmermans, Head of Better Regulation to investigate the matter.
Kevin Branigan, the CEO of Radio Nova, told TheJournal.ie that while the disclaimers add a challenge to running a radio station, it is far from the only one.
“It’s welcome that Brian Hayes is interested in commercial radio. Terms and Conditions disclaimers have affected some ads for a while. Encouraging to see an opinion for it.
“Other compelling issues include the funding of public service broadcasting from the licence fee. These have been debated for years and I would be interested to hear (Hayes’) views on that.”
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