Shiver me timbers. Brussels are banning FREE. Surely some mistake?
At the ISP Board last week we were given a sneak preview of the shape of things to come as regards the implementation of the Unfair Commercial Practices Directive in the UK. I could have sworn I was jolted awake to the words 'So, we won't be able to use the word FREE any more in sales promotions.' No - I thought - I must be dreaming, and carried on doing so.
But today - deja vu. I receive an email from those in the know, telling me that - sooner rather than later - FREE will be a dirty word. No more 'Free Gift with Purchase'. No more 'Try Me Free'. And - especially - no more BOGOFs! (Hurrah to that one.)
Apparently the mechanics will still be perfectly legal. It must just be that we British (or, rather English-speakers) are simply too honest when it comes to saying what we mean. It's a pity the Eurocrats can't seem to apply this level of diligence to their secretarial allowances.
Ah well, it gives us copywriters a chance to earn our spurs. I can't wait to see what forms of doublespeak we collectively settle upon now that Big Brother is watching so closely. As a starter for ten may I suggest 'Buy one, get one on expenses'?
