Are rapid radio advert T&C’s pointless?

Journal Column – We all have a role in saving the NHS
4th January 2018
Simple solutions are often the best
5th February 2018
Show all


As I’ve written in the past, I don’t see radio as dying out anytime soon, whether that be in marketing or in general. Only earlier this week, news reports have shown the huge popularity of radio. However, there is one aspect of radio advertising that I have noticed recently that I cannot quite get my head around.


At the end of a fairly average advert that somewhat gives me and idea about the product or service on offer, I am bombarded with a recital of terms and conditions that somehow manages to be both lightning-quick and thus illegible to the human ear, and go on forever.


Now, I understand that some adverts on radio have no choice to have to put them there, because of the nature of the advert being in radio form, but also because what they’ve advertised simply needs terms and conditions to be announced. The research I’ve done on this topic seems to suggest that certain radio adverts simply cannot get around the issue, and reforms are being attempted. This is deterring companies from putting money into radio advertising, and it isn’t hard to see why. The only solution I could possibly offer for such companies when deciding how to make use of radio marketing is either don’t invest in it at all or try and find a product or service that they offer that doesn’t require disclaimers in advertising.


However, there maybe a very brief glimpse of light at the end of a select few of these dark marketing tunnels. There is a rise in appreciation among a lot of people in the ability to talk as fast as that yet still, at the extremely basic level, being comprehensible as opposed to merely babbling. This is exhibited culturally in the talents of American duo Blackalicious and, more recently, rapper Eminem and actor Daniel Radcliffe. If there is a way to make these disclaimers appeal to audiences that appreciate this talent, perhaps it’s worth a shot? They certainly don’t make up the demographic of listeners to the stations I tune in to, but radio is rising in popularity again, so you never know.