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Commercial Disclaimers

And just to think that these all started with one commercial that had to say at the end:
No Purchase Necessary.

Then someone got the bright idea and thought, Huh... How 'bout....

No Purchase Necessary void where prohibited.

Then someone else got the idea not to be outdone and came up with..

No Purchase Necessary void where prohibited. Not valid in the state
of Illinois.

Next thing ya know, it will be called the Disclaimer Hour where are all fast talking DJ's (Today, all the young kids have a motor mouth on them) will read the disclaimers for the day. It will be tucked away in
the middle of the night next to all the PSA programming and right before the Lutheran Hour.

I bet Jack Armstrong could read one of them there disclaimers and I bet he wouldn't need no stinkin' Audigy Software.
 
Jeff Laurence said:
I do a boat load of these, and the disclaimers are added to the FRONT Of the spot to make it sound like the disclaimer is from the previous spot. (sounds really good especially when piggybacked with another car spot that has thier disclaimer at the end..nearly 90 seconds of speedy disclaimer.) another fun thing is to add a lush Mantovani or slow George Shearing track under the extremely fast disclaimer.

I am seeing a lot of my clients putting the disclaimers on the websites "..for model and payment details in your language visit Calichevdealerinfo.com" and apparently that is perfectly legal in as far as clarity goes. I think the FTC/FCC has backed off on the actual spoken disclaimer for radio spots..also the addition of Spanish language disclaimer on the website covers multicultural markets..also TV spots have to display the disclaimer information for at least 50% of the spot on screen.

There have been some legal issues from groups actually claiming that the published disclaimers on websites discriminate against those who cannot read. Opposition sites that reading is or should be a prerequisite for getting a drivers license..then the illiteracy support league files suit claiming that road signs are symbols and that those who cannot read do not need to know how to read to safely drive a car.

Makes your head hurt..kinda like when you hear those disclaimers huh?

So..a recent spot was only 14 secs, and the disclaimer is the rest of this 60 sec gem!

At least five available at this price including new old stock 2010 Aveo sticker N-1227752h, 2500 down requires FICO score of 795 or greater for very qualified applicants and 399 desert tint package plus 500 dealer prep and satellite radio activation. Lease only includes 7500 miles per year for 6 years and 22 cents per mile for each mile over yearly limit each year, dealer retains all rebates and incentives. Free smartphone offer exclusive of these advertised specials..not available for vehicles offered in the
"savings zone" total time in dealer's "Cash Whirl Contest" machine based on total selling price of vehicle not including trade in value of customer's equity vehicle. Offer expires 12/12/11 not available for residents of Ocoa, Palmer, Marion, Keene, Valle, Bronson, Union, Riveralde, or Thomlinson Counties.
Click to expand...

:45 disclaimer...that dealer needs to change agencies! Come up with something effective that doesn't require a :45 disclaimer.

I like the idea of sending listeners to a website or print ad...maybe tying it in with a phone number or a more simple "see dealer for details"...put both the text and audio of the disclaimer in an easy to find place on the website and in plain language.

Just throwing some ideas out there...there has to be a better way to balance consumer protection and effective marketing.

Bill Myers said:
I bet Jack Armstrong could read one of them there disclaimers and I bet he wouldn't need no stinkin' Audigy Software.
Click to expand...

Jack would've not only done it w/o software, he'd have made it entertaining...
 
I don't subscribe to XM or Sirius...but do these same rules apply for disclaimers?
Do they even run spots? (Subscription listening must be fun and non- irritating- hmmm)
If yes, then it's still a level playing field for broadcasting.
If no....well "hello"!

Chime in....
Click to expand...

Yes they do follow the same rules. You hear it all over the talk channels because they have the shadiest commercials of all. (By the way, you're likely to hear commercials on any non-music channel they carry.)
 
This post/thread has exactly been what I have
thinking the past three months, and while this
is NOT new, is has been out of hand lately,
-it almost sounds like the dealer has something to hide.

i do have a question::::by it being thaaaaat fast,
do u think the disclaimers, skip over any (small)details ?
 
;D

i do have a question::::by it being thaaaaat fast,
do u think the disclaimers, skip over any (small)details ?
Click to expand...

RBO -- nope, they wont miss the details, but you will. :D
 
Although not specifically radio-oriented, some time ago I did write a piece about this:

http://www.irwinsjournal.com/ijonline/ijfree.htm

It's only about 500 words, arguably shorter than some of the actual disclaimers.

Also not specifically radio oriented, but certainly international broadcast oriented: We were in Spain over the summer and the TV was on occassionally (the Second Audio Channel is the original English when American programs are shown). The car commercials there scroll the disclaimers horizontally across the bottom of the screen... at a rate of speed that was absolutely hilarious. It was impossible to read... I tried. So it's not just here... or it's something else that we've "exported."
 
My favorite disclaimer appears in very fine print at the end of a local attorney's TV ads:

"The decision to hire an attorney should never be based on advertisements"

So, you're telling us to basically ignore the previous 30 second ad.
 
"So, you're telling us to basically ignore the previous 30 second ad."

A similar disclaimer should be placed on all political campaign ads during the next 11 months, going as follows;

"The claims made in the preceding paid political announcement are unverified, may be misleading or false, and could possibly be deemed slanderous, if subjected to independent verification. This ad was paid for with unreported and possibly illegal contributions from an individual or business with a direct financial interest in public policy decisions and a desire to influence the candidate's behavior by helping subsidize this campaign. Please disregard this advertisement in its entirety."

First candidate who adds a disclaimer that honest to his or her ads, gets my vote.
 
I found it interesting when the politicians added this
(mostly to tv ads)

"the (republican) party is responsible for the content of this ad"
Sounded almost taboo while staying in-bounds! As if, I missed
some thing and iF i could , rewind the ad: to see what was so
serious about the previous quick-selling (usually one-sided) message.
 
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