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Your advice (on FMA ads) please

Thursday 7th of July 2011
Here’s a curly one you can give me your advice on. Clearly financial advisers are  not particularly happy with the FMA and its advertising rolled out this week. You just have to read through the comments on this story to get a feel for how strongly people feel about these ads. The little dilemma we face at Good Returns is that before we saw these ads the FMA’s advertising agency had booked to run these ads across Good Returns and some of our other websites. We could say that these ads are inappropriate for Good Returns and not run them. However there would be a cost here financially, and quite possibly on our relationship. We could say the ads are  not illegal – possibly in poor taste – and we should accept the revenue. This advertising revenue is important as it allows us to provide you the readers with a high quality free news service. I look forward to your advice on the matter. Of course you won’t need to provide a disclosure statement or anything like that!
Comments (4)
Tony Vidler
I would say that you have a commcial imperative with your stakeholders to keep your publication running if at all possible, and if this is a source of revenue that you are comfortable with then take the work. There is an analogy about keeping people inside the tent, as opposed to having them outside creating havoc which sort of fits here.... It is interesting though that the FMA would see it as necessary to put this particular advertising in industry publications. Clearly it is aimed at consumers, and letting them know the rules have changed. Presumably everyone inside the industry is vaguely aware that the rules have changed though, and I cannot see anything in this advertising that helps the industry better understand the regulators desires or intent. Is it in poor taste? Absolutely. Is that sufficient reason to refuse to run it? Probably not. Personally I would rather know the bad things being said and be in a position of knowledge and able to deal with it effectively, than be ignorant.
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13 years ago

Clayton Coplestone
The industry discomfort is aimed at the architect of the message, not the communicator – so my advice would be to run the ads business as usual. Thanks for the industry sensitivity though
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13 years ago

Tony Vidler
I agree with anonymous Industry Insider - many many advisers are still not up to speed with changes I would guess. Even more consumers are not. I agree with the FMA advising the world that things have changed using some form of publicity campaign, indeed I think it absolutely necessary. It is the tenor of the campaign which was being debated however. as far as Good Returns running the ad, that is ultimately their call. I too did my online morning read, scouring the papers for important news on the Crusaders, and the fist ad I saw on Stuff was the Cowboy...why not Good Returns too? If an industry supplier somehow got it self unpopular with advisers, would Good Returns be expected to pull all advertising from that supplier? I think not. It is a commercial industry publication, not a popularity polling machine.
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13 years ago

Philip Macalister
Thanks for your feedback on this issue guys. We’ve been talking to the FMA about this and decided that the ads won’t be included on Good Returns. The reason being that the ads are aimed at consumers and Good Returns is a site for advisers. We will be running the ads across some of our other sites as was originally planned.
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13 years ago

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