An Advert Compliance Checker allows marketing departments to check that their adverts are fully compliant with both advertising regulation and their company’s policies, as well as providing the necessary terms and conditions to be included – all without having to consult the legal department.
By introducing a standardized and self-serve process, it replaces the need for the legal department to review each advert manually, as marketing users are guided through a self-service process that is designed to flag potential legal risks with the advert across a variety of different areas. Such as, the substantiation of any claims made, the details of the promotion and whether any harm or offence is caused. Legal Departments can use BRYTER’s sophisticated logic to then triage adverts based on their risk profile. Low risk adverts can have terms and conditions automatically generated, with the advert approved on a self-service basis. Whereas higher risk adverts can either be escalated to the Legal Team, with a built-in approval process, or given specific risks that would need to be rectified. The open architecture of the BRYTER platform allows the legal department to continuously review and update the rules, logic, guidance and template terms and conditions – ensuring that users are always getting up to date advice.

Background

In the UK the Advertising Standards Authority has responsibility for ensuring adverts are compliant with advertising regulations (BCAP Code and CAP Code). If advertisers produce adverts or promotions that are non-compliant with the code, they risk damaging their reputation, as all upheld complaints about adverts are published in the media and on the Advertising Standards Authority website. Repeated non-compliance can also lead to enforcement action from either Trading Standards or the Competition and Markets Authority.

With BRYTER, legal departments can build an Advert Compliance Checker that lets marketing users self-serve terms and conditions for competitions and prize draws, while maintaining control of the advertising compliance process. As the user goes through an interactive questionnaire, the modular logic of the tool assesses the advert information inputted against pre-defined risks and flags.  Legal departments can easily maintain and update the integrated risks and terms as well as the underlying logic. The tool constitutes a scalable solution for marketing teams and overwhelmed legal departments and ensures consistency across all of a business’s marketing activity.

Benefits

Self-serve & Standardized

With an Advert Compliance Checker, fully compliant adverts along with the applicable terms and conditions are generated on a self-serve basis. Legal departments can ensure consistency by maintaining full control of the templates and rules.

Faster Execution

Compared to manual processes, an Advert Compliance Checker lets users check adverts and generate the relevant terms and conditions significantly faster, eliminating unnecessary back and forth between departments.

Integrated

The Advert Compliance Checker can easily be integrated into a company’s existing systems such as SharePoint or Microsoft Teams for ease of access.

Highly customizable

As every application built on BRYTER is customizable, the Advert Compliance Checker can accommodate a company’s internal policies and local advertising regulations.

How it works

1

Go through Q&A

Through a customizable and user-friendly questionnaire, all relevant information about the advert is collected. Using these inputs, the tool identifies any possible risks and any relevant terms, as well as any need for escalation to the legal team.

Generate a result & terms and conditions

If required, a draft set of custom terms and conditions are generated and are immediately available for download for the marketing employee to use for the advert. All results additionally receive a confirmation document containing whether the advert can proceed and highlighting the risks identified, as well as any amendments that need to be made.

2
3

Maintain overview

A dashboard allows the legal department to track and record all adverts and the generated advice and/or terms and conditions for their record. This helps to hold marketing employees accountable to the correct compliance process and offers metrics on overall risk reduction.