Types of advertising and promotion – Reebok
The ‘I am what I am’ campaign needed to meet the legal requirements of many countries. In the UK there are several laws that control the type of advertising and promotion of goods. Reebok needed to be aware of the legal constraints within which they could operate. The main legislation affecting advertising and the sale goods are. The sale goods Act 1979 states that’s goods sold should meet three main conditions. First they should be of satisfactory quality – they must not have any flaws or problems associated with them.
For example Reebok footwear cant have holes or be scuffed without any where in them. Also they must be fit for what they were made for, for example football boots which are made for grass must be suitable for grass and must be stable. The trade description act says that a product can not mislead you with statements about there products. For example a Reebok water proof coat must be waterproof by law. The Consumer credit act 1974 aims to protect consumers when they purchase goods on credit. Consumers must be given a copy of any credit arrangement they enter into.
Also Reebok can’t send sales staff to people’s homes and try to pressure people to buy goods credit or charge high interest rates. The Data Protection Act 1998 is where organisation dealing with personal details is limited to what they can do with your details. They have to be kept confidential to a certain extent. Reebok can’t keep the details longer than necessary, they must be accurate, used for the reasons stated when the information was taken and used only for lawful purposes.
Voluntary standards Volountary codes of practise are statements by an organisation or a committee about methods of working which are recommended as good practise within the industry. Organisations, companies and businesses that volunteer to stick to these codes display symbols showing the customers what they do.The ASA can ask for an advertisement to be stopped if the advertiser doesn’t change the advert. The ASA has no legal powers but they can get pressure groups and this can harm a companies name and give them a bad reputation.
Reebok Reebok had an advert with 50 Cent and it talked about him getting shot 9 times and him surviving it. Reebok thought that there would be a good advert because it shows 50 cent making something of his life after all what’s happened. Some people didn’t like the advert and started a group against the advert called mothers against guns which was founded by Lucy cope of Southwark London.
The mothers against guns didn’t like the advert because they said it was promoting guns in a good way and felt that the younger children could see that guns is a good thing. They went to the ASA and complained. The ASA said that they breached the TV advertising standards dealing with the violence of 50 cents life inappropriately. Reebok had to withdraw the advert because it was getting to much publicity and Reebok was getting a bad name for its self. There was a mixed opinion on the advert, but Reebok had to get rid of the advert because there could be loosing out on more customers everyday. If people don’t like Reebok they can easily go to other rivals such as Nike and Adidas so it’s a very competitive market and Reebok need to be careful what they do.