Firms 'need to be careful' when designing flyers

Firms must ensure they comply with advertising rules when designing flyers, it has been warned.

Businesses using the services of flyer printing firms for their latest marketing campaign need to make sure the design they opt for will not fall foul of advertising regulations.

In an article published by David Flint and Valerie Surgenor on Mondaq.com, the pair noted a "strong and efficient" marketing campaign can drastically affect the financial performance of a company and often involves the use of flyer campaigns.

They said that while these are often "aggressive" they generally meet the rules laid out by the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing, however there are occasions when companies breach the policies.

One recent instance saw a firm reprimanded for sending flyers out in brown envelopes marked 'legal compliance - action required', which the Advertising Standards Agency said would cause worries among recipients.

The duo observed businesses should learn from such cases and ensure they do not use a marketing campaign that induces "fear or distress" in consumers.

A recent British Marketing Survey indicated flyers and other direct marketing materials have increased in popularity over the last month, with the public becoming more receptive to the items.