Free Don’t Come For Free

from Promo Magazine: Direct mail promising “free” products could be outlawed under radical new European Union legislation, according to wire service reports.
The move, which follows intense lobbying by consumers’ groups, is set to be confirmed by the European Parliament (EP) next month, after months of deliberation by Brussels officials.
Most likely, the EP would establish a general prohibition within its Unfair Commercial Practices Directive on questionable sales tactics. Those would cover practices like describing a product as free when additional charges have to be paid or sending marketing material in the form of an invoice, which makes the customer think they have already placed an order.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.