Radiocentre hopes to ensure trust in radio ads with Trustmark

Radiocentre, the trade body for commercial radio, has launched Trustmark, a new initiative to reassure listeners that they can trust radio ads.

Radiocentre: new trustmark
Radiocentre: new trustmark

Under the current system, ads for specific categories of brands have to be pre-vetted before broadcast unlike press and online advertising.  

The category advertiser list is set under The UK Code of Broadcast Advertising (BCAP) and covers a wide range of areas from gambling, alcohol, dating, charities and financial services. Currently all radio ads must be pre-vetted and approved by the clearance team at Radiocentre. 

Radiocentre member companies operate 278 licensed radio stations across the UK, through 45 different businesses, which represent 90 per cent of commercial radio in terms of listening and revenue.

The Trustmark will be used to highlight this and give reassurance to consumers across all these radio stations.  

Siobhan Kenny, the chief executive of Radiocentre, said: "The pre-vetting of advertising is unique to broadcast media and assures consumers that they are not being misled in any way.

"The Radiocentre Trustmark is a great way for our advertisers to hallmark their messages as trustworthy. As certainty and trust are increasingly rare commodities in the digital age, we welcome our members to seize the opportunity to give their work this stamp of assurance."

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