GDPR – the General Data Protection Regulation

February 21, 2017 / Comment, Infographic / 0 Comments /

Four years in the making, the General Data Protection Regulation was adopted by the EU in May 2016 and it comes into force on 25th May 2018.

For a while, it wasn’t clear what the impact of Brexit would be, but now we know – according to the Information Commissioner’s Office, the government has confirmed that the UK’s decision to leave the EU will not affect its implementation.

It focuses on the processing of personal data and makes both the controller and data processor more accountable, by asking them to actively demonstrate good data processing practice. This infographic sets out the new rules that support lawfulness of data processing.

Note – as part of the new legislation, any company with EU clients needs to comply and whilst an existing UK fine for data breach reporting is capped at £500k, this new regulation carries fines of €10m or 2 percent of global turnover (whichever is the highest). This condition is not available to processing carried out by public authorities in the performance of their tasks.

To find out more and to keep abreast of new guidelines, visit the ICO website

Data processing legislation

The new lawfulness of data processing


Upshot Marketing signs up to Radiocentre Trustmark

October 22, 2015 / Comment / 0 Comments /
Radiocentre Trustmark

Upshot Marketing has signed up to the Radiocentre Trustmark to demonstrate our commitment to best practice. The Trustmark reassures listeners that they can trust the advertising messages they hear on commercial radio.

In practice, this means we will ensure that ‘special category’ radio ads are approved by the Radiocentre Clearance team. Special category for Upshot includes radio ads we produce on behalf of our clients about medical or health products or treatments; food products; environmental claims; matters of public controversy, including politics and charitable causes.

Radiocentre is the commercial radio industry’s trade body. They provide UK commercial radio with a collective voice on issues that affect the way that radio stations operate, as well as ensuring that advertising messages on commercial radio stations comply with the necessary content rules and standards laid out in the BCAP Code of Broadcast Advertising and the Ofcom Broadcasting Code.

What’s your brand IQ?

May 7, 2014 / Comment, Resources / 0 Comments /
Hi performing brand attributes

A report just out from TNS looks at what makes a brand irresistible. It calculates brand IQ by looking at the functional, emotional and social connections that brands make with consumers, plotted against brand usage, by category.

The sweet spot, according to this research, is an IQ of over 70 and the brand attributes displayed by these few high performing brands (an IQ of 80 delivers twice the performance of a brand with an IQ of 50) are defined in detail in the report.

Whilst it focuses on retail brands (and for some reason describes the brand attributes as apps) there are certainly recognisable attributes that are a worthy reminder for all brands, including those in the B2B space.

These attributes include:

  • Differentiation
  • Credible expertise
  • Momentum
  • Emotive meaning
  • Brand consistency
  • Brand connections
  • Integration across all touchpoints (cited by Top B2B brand IBM in their annual global marketing survey as the single most important necessity for marketers in 2014)
  • Brand unity across products and markets

The item that caught my eye the most is the graph showing how they plotted brand use against IQ. In the true spirit of “a picture is worth 1,000 words” it demonstrates how few companies manage to consistently pursue excellence across their key brand components. It reminded me of the recent Business Boomers programme on BBC2 (in conjunction with the open University) on Amazon leader’s mantra “start with the customer and work backwards” and it’s well worth a watch if you missed it.

Read the report and let me know your thoughts.

Sugar tax is missing the point

January 21, 2014 / Comment / 0 Comments /

The DH Responsibility Deal announced in Sept 2011 is sensible. But the recent mooting of a sugar tax to solve the UK’s obesity problems is surely missing the point.

I’m not arguing against price as a valuable positioning or behaviour change tool. Nor am I denying that sugar has increased in percentage terms in many products over the years.

But if sugar is being billed as ‘the new tobacco’ then what on earth do you call High Fructose Corn Syrup? At least with sugar you know what you’re getting into, but HFCS can’t be metabolised by the body and why it ended up in so many products including savoury stuff like soups, pizzas and other savouries is anyone’s guess.

But back to price. A sugar tax will drive more consumers towards cheaper alternatives. Here’s just one example: I was shopping at a supermarket the other day and wanted lime cordial. The well known brand which doesn’t contain any HFCS costs £2 a bottle whereas the own brand (which is full of HFCS) is just 60p.

If the government is serious about changing behaviour and addressing obesity, it has to start with education and information to support better food choices, combined with real pressure on food manufacturers to make more responsible choices.


Mind the [perception] gap

December 8, 2013 / Comment, Resources / 0 Comments /

A survey by Ipsos MORI for the Royal Statistical Society and King’s College London reveals just how wrong public opinion can be on key social issues such as crime, benefit fraud and immigration.

The ‘top ten’ popular misperceptions are:

1. Teenage pregnancy: on average, we think teenage pregnancy is 25 times higher than official estimates: we think that 15% of girls under 16 get pregnant each year, when official figures suggest it is around 0.6%.

2. Crime: 58% do not believe that crime is falling, when the Crime Survey for England and Wales shows that incidents of crime were 19% lower in 2012 than in 2006/07 and 53% lower than in 1995. 51% think violent crime is rising, when it has fallen from almost 2.5 million incidents in 2006/07 to under 2 million in 2012.

3. Job-seekers allowance: 29% of people think we spend more on JSA than pensions, when in fact we spend 15 times more on pensions (£4.9bn vs £74.2bn).

4. Benefit fraud: people estimate that 34 times more benefit money is claimed fraudulently than official estimates: the public think that £24 out of every £100 spent on benefits is claimed fraudulently, compared with official estimates of £0.70 per £100.

5. Foreign aid: 26% of people think foreign aid is one of the top 2-3 items government spends most money on, when it actually made up 1.1% of expenditure (£7.9bn) in the 2011/12 financial year. More people select this as a top item of expenditure than pensions (which cost nearly ten times as much, £74bn) and education in the UK (£51.5bn).

6. Religion: we greatly overestimate the proportion of the population who are Muslims: on average we say 24%, compared with 5% in England and Wales. And we underestimate the proportion of Christians: we estimate 34% on average, compared with the actual proportion of 59% in England and Wales.

7. Immigration and ethnicity: the public think that 31% of the population are immigrants, when the official figures are 13%. Even estimates that attempt to account for illegal immigration suggest a figure closer to 15%. There are similar misperceptions on ethnicity: the average estimate is that black and Asian people make up 30% of the population, when it is actually 11% (or 14% if we include mixed and other non-white ethnic groups).

8. Age: we think the population is much older than it actually is – the average estimate is that 36% of the population are 65+, when only 16% are.

9. Benefit bill: people are most likely to think that capping benefits at £26,000 per household will save most money from a list provided (33% pick this option), over twice the level that select raising the pension age to 66 for both men and women or stopping child benefit when someone in the household earns £50k+. In fact, capping household benefits is estimated to save £290m, compared with £5bn for raising the pension age and £1.7bn for stopping child benefit for wealthier households.

10. Voting: we underestimate the proportion of people who voted in the last general election – our average guess is 43%, when 65% actually did.