Happy's marketing news - 23.02.18


Every week we present our bite-size chunk of all the global marketing news!

With GDPR set to kick in on 25 May, there has been a shift in consumers’ attitudes with 61% of respondents saying they are already happy with the amount of personal information they share. This is mostly evident among 55- to 64-year-olds, who have traditionally been more cautious regarding data sharing. Meanwhile, 63% of respondents say they are happy with the amount of data they share today, compared to 47% in 2012. Another 88% cite transparency as one of the keys to further increasing trust in how their data is collected and used. Younger respondents were even more relaxed about privacy and readier to share data, with 38% falling into this ‘data unconcerned’ group. Source: DMA and Acxiom
An Aldi Christmas advert for alcohol, featuring the computer-animated Kevin the Carrot, has been banned for inappropriately appealing to children. The supermarket’s television advert saw the character reference the horror film The Sixth Sense and ended with an alcohol-related voice-over rhyme.The Advertising Standards Authority (ASA) ruled the advert was likely to have “strong appeal” to under-18s. Aldi said the advert aimed to appeal to “adults rather than children”.
Marketers are “living in the dark ages” and have “worrying attitudes” to unlawful behaviour when it comes to recruiting women, according to a new study. The Equality and Human Rights Commission (EHRC) questioned 1,100 private sector employees, a proportion of which came from marketing. In total, 36% agreed that it is reasonable to ask women about their plans to have children in the future during recruitment, while six in 10 agreed a woman should have to disclose whether she is pregnant during the recruitment process and 46% said it is reasonable to ask women if they have young children. The marketing sector does little better. Some 32% think it is OK to ask a women about plans for children and 57% that a women should have to disclose she is pregnant.
Facebook is dominating social media use among British users, with Twitter falling behind, according to a new report of 2,000 adults across the 19 most widely visited social networks. Facebook tops the list, alongside YouTube and Facebook Messenger, with 61% of UK respondents using Facebook daily – and 45% percent of those users confess to logging on to Facebook several times a day. Additionally, Facebook Messenger emerged as one of the most widely used platforms (68% use it) but just 26% of people say they use it more than once a day. Seventy-nine percent say that they use YouTube but only 33% do so daily.
Gambling firms are to face tougher new advertising rules – including a ban on telling customers to “bet now”, the advertising watchdog has said. The new rules, which will restrict adverts during live events, aim to protect “vulnerable” gamblers, the Committee of Advertising Practice said. CAP, which writes advertising rules, said the new standards will also target ambiguous offers for free bets. It comes as gambling firm ElectraWorks was fined £350,000 for misleading ads.
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