Every marketer knows, for instance, that comparative advertising may have some advantages – mainly when it’s witty and sticks to some level of competitive fairness – but it usually results in lost credibility for both participants, when not done right.
While there are some well known best practices in advertising, there are also rules you need to keep up to when bringing home the bread from this industry. Every country and district or city council may have its own, but we’re more interested in the universally adopted ones. So here’s what you need to know about advertising regulations, if you are pursuing a marketing or a business career:
Deemed consent and express consent
Deemed consent rules refer to those signs, notices and other forms of promotion and information that don’t need permission from the local authorities. We’re talking about the front shop signs or memos of public interest that don’t actually promote, but have the purpose to inform, not about those New York billboards with a very capitalist spark you’re used to seeing. On the other hand, when you want to advertise with the purpose of selling, you’ll need express consent, which you’ll apply for cca 8 weeks before displaying your ad, via digital out of home platforms or local councils.
Special control and authorize permission removal
When we’re talking about special control, the image we have in mind describes historic or cultural buildings, even though this is not the only category on which this rule applies. But you should know that, while it’s absolutely fine to display a Las Vegas billboard in the Downtown Convention Center, The Historic Antonio Morelli House won’t allow you to display a banner.
Also, you should know that the local authorities have the power to remove the decision rule, if they come to the conclusion that an ad may endanger the safety of the passengers or is disruptive to the view.
ADVERTISEMENTS: standard setting
When you’re paying for outdoor advertising, you have the responsibility to make sure that your billboard is maintained clean, placed in a safe spot and is in a good condition – so that won’t threaten anyone’s safety – and has the permission of the owner to be displayed. Moreover, it’s also your duty to check and guarantee that the image won’t be mistaken for a circulation sign. Least but not last, you should know the owner of the ad is also culpable if he won’t carefully remove the sign, when called for by the local authorities.
Amenity and public safety
In terms of convenience, an ad must respect the interests of security and blend in the adjoining environment. Most likely, you won’t be allowed to place a huge billboard next to a small and endangered historic memorial house, but you’ll probably get the permission to display it on a sky tower building in the heart of the city. You must also keep in mind the adequacy and avoid advertising a gambling company near a religious monument or public institution.
As for the public safety matter, the criteria may vary from intuitive to idiosyncratic. What you must keep in mind is that your shapes and colors can’t leave room for interpretation and shouldn’t look like any traffic signs – no matter if land, water or air – as they could otherwise be mistaken for and put walkers or drivers at risk.
No matter if you’re a business owner or an aspiring marketer, or even a humble curious person, it’s impossible to remain passive about the ads that surround you. What products and services are they promoting? Are they any good? How did they end up there? What’s the explanation for the choice of colors and words? Before answering all these questions, you must keep in mind that there’s always a brief and a set of rules and regulations that most ads must strictly follow.