When it comes to claiming in ads that something is free it’s not always easy.  Free is a powerful word in the marketing world and advertisers have to be able to show that anything claimed as free is truly that and that its cost is not included in the cost of something else a consumer may have to buy or in some other way recovered. 

There is one very simple way in which advertisers can claim that something is free and that is to offer something for nothing: for example by inviting viewers to phone for free sample of a product.  There are also various other circumstances in which a product or service can be described as free.  One is where in order to get a free item, something else has to be bought and another is where a free product or service is offered as part of a range of others.

Guidance recently issued by CAP and BCAP clarifies when it’s acceptable to claim free in all of the above circumstances.  In giving clarification the guidance makes it acceptable to describe something as free if it’s part of a package provided it is optional.  This is a departure from previous policy and should in some way make it easier for advertises to claim products or services as free when they are offered alongside others that need to be bought as a package.  The guidance also specifies, however, that even when offered as part of a package it may not always, be legitimate to describe an additional element as free.  For instance, if new elements are added to already existing packages can be described as free but only for a finite period of time, usually six months.

The detailed guidance now available for what can be a tricky area gives Clearcast a better steer on when we can advise on the legitimate use of “free”.  The guidance can be accessed here.