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Marketers have poor understanding of the law

Marketers have poor understanding of the law

The majority of Britain’s marketers are failing in their understanding of laws that govern their profession, according to the latest findings from The Chartered Institute of Marketing. And it is the under 35s that that faired worst.

The Institute’s latest Marketing Trends Survey showed that the percentage of marketers having a ‘good’ understanding of a number of marketing related legislation ranged from 23% for the Unfair Commercial Practice law to a meagre 7% for the London Olympic and Paralympics Games Act.

Most worryingly for the profession, it was young marketers who had the worst grasp of how the law affects their work.

Though the average understanding of Unfair Commercial Practice law was 23%, among the under 26s it was only 14%.

The 26-35 year-olds faired little better, registering a 15% understanding of the law’s implications for them. This compared to 26% of 36-55 year-olds and 45% of 56-65 year-olds.

Despite recent controversy over telephone competitions, a massive 92% of marketers have little or no understanding of the 2005 Gambling Act, which came into effect on September 1 this year. Awareness was even across the age range.

Though the 2012 Olympics may not affect all of Britain’s marketers, there is a risk that a lack of knowledge may mean many of them will fall foul of the strict laws governing the use of logos and terminology surrounding the Games.

An average 90% said they had little or no understanding of the 2006 Games Act.

Director of research and information at The Chartered Institute of Marketing, David Thorp, said: “It’s worrying that so many marketers don’t really know about laws that have a direct impact on what they do, particularly as marketing activities are so often in the media spotlight.

“It’s important they get up-to-date on these, particularly as we are likely to see an increase in laws that affect the profession as concerns increase over the environment and health, especially children’s.”

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