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News Release from: The Chartered Institute of Marketing | Subject: Marketing Trends Survey
Edited by the Marketingservicestalk Editorial
Team on 27 November 2007
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.
The Institute's latest Marketing Trends Survey showed that the percentage of marketers having a 'good' understanding of a number of marketing-related pieces of legislation ranged from 23 per cent for the Unfair Commercial Practice law to a meagre 7 per cent 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
This article was originally published on Marketingservicestalk on 8 Jun 2007 at 8.00am (UK)
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Though the average understanding of Unfair Commercial Practice law was 23 per cent, among the under-26s it was only 14 per cent.
The 26-35-year-olds faired little better, registering a 15 per cent understanding of the law's implications for them.
This compared to 26 per cent of 36-55 year-olds and 45 per cent of 56-65 year-olds.
Despite recent controversy over telephone competitions, a massive 92 per cent of marketers have little or no understanding of the 2005 Gambling Act, which came into effect on 1 September 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 per cent said they had little or no understanding of the 2006 Games Act.
David Thorp, director of research and information at The Chartered Institute of Marketing, 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".
The Institute currently runs a number of courses and workshops, including Essential Law for Marketers.
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