Campaign breakdown

Small print BIG PRINT
Agency: Trimedia
Client: Information Commissioner's Office (ICO)
Timescale: February
Budget: Around £15,000

The lowdown

The small print BIG PRINT campaign demands companies make the privacy and marketing small print on their online and paper forms much clearer. Research conducted by Trimedia on behalf of the ICO showed half of consumers did not understand what they were signing up to when filling in forms and almost half believed small print was designed to be as woolly as possible.

- Why is this happening now?

The campaign ties in with the ICO's national three-month consultation on a new code of practice designed to help firms provide more user-friendly privacy notices.

- Who is being targeted?

A press release is being issued to the consumer media including the research findings and a quote from consumer champion Nick Ross, backing the campaign. Vox pops conducted on London's streets were issued to radio stations and an image was created for print media.

- Are the business media involved?

The business, marketing, legal and data protection trade media are being targeted with a press release encouraging companies to change their practices, and inviting them to have their say in the consultation process.

- What else is being planned?

The ICO is continuing to consult on the draft code of practice. Feedback so far has been positive, and an approved code of practice is expected in the next few months. Once this is in place, the ICO will be communicating that it will take a tough stance with organisations failing to adhere to the code.

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