It’s 7pm on Sunday 10th May and like many households in Britain mine sat down to watch the Prime Minister of the United Kingdom, Boris Johnson and his latest COVID-19 update.

This was by far the most anticipated of all his statements to date – it’s been widely publicised that it was the day he was going to announce the Government’s plan for how Britain could come out of lockdown… or so we thought.

Instead we were now faced with a very unclear message “So we are saying don’t go to work, go to work, don’t take public transport go to work, don’t go to work…”

I think Matt Lucas summed it up perfectly. The message was very unclear!


Clear messaging

The same can be said for Sales Promotions.

Your promotion can be great, if you remember these three simple rules:

  • Be transparent.
  • Don’t lead customers to believe they are getting something they’re not – always under promise and over deliver.
  • Create a simple route to entry, don’t make your customers jump through hoops.

I have 21 years experience in the industry and I have come across this challenge many times. If you’re going to offer customers free drink, let ALL your staff know what’s going on. Even the simplest of promotions, such as claiming a free drink at a restaurant can go wrong if your staff aren’t prepared with what the qualifying criteria are, and how to process it.

It’s easy to forget the small print

Your promotion must also meet legal requirements and be fair to the consumer. Poorly executed campaigns can lead to:

  • Unhappy consumers
  • Increased costs
  • Negative PR
  • Time consumption
  • Legal intervention

Don’t forget the abridged terms! 

All promotional marketing should clearly include all significant Terms and Conditions upfront in initial marketing material. Misleading customers is a clear breach of the CAP Code.

The ASA state “Terms and Conditions are considered significant if they are likely to affect a consumer understanding of the promotion and their decision on whether or not to participate.”


We can help

I am so pleased at Mando we benefit from our very own in-house Legal Counsel. This service has saved us numerous times and recently prevented a promotion from breaking the CAP Code.  A subtle inclusion to the terms and conditions was all that was required to prevent customer confusions, dissatisfaction and potential ASA complaints.

If you would like any advice on your Terms and Conditions or any other aspect of your promotion, please contact us via