Copy advice

What is copy advice?

Copy advice is the provision by a self-regulatory organisation (The Board of Business Practice, LTL) of an opinion as to whether or not an advertisement complies with the ICC rules. It is provided on a confidential basis. Copy advice is provided on request to advertisers, agencies or the media.

The copy advice is available to all companies. The copy advice is provided by the LTL´s jury. The copy advice is given within 2-3 weeks.

Is there a charge  for copy advice?

A fee for copy advice is EUR 2.000 per request. In case the request is exceptionally extensive the fee is EUR 2.500.

What are the advantages of copy advice?

Seeking copy advice at an early stage in the preparation of a campaign provides advertisers and agencies with a degree of reassurance that it complies with the highest standards of practice. It also prevents time and money being wasted on campaigns which breach the rules and are therefore likely to be short-lived.
Copy advice can also help to avoid embarrassment and damage to the reputation of an advertiser or a brand caused by adverse publicity if a complaint is upheld. In a wider context, copy advice helps protect the reputation of advertising in general.