State regulator Ofcom has spent more than £1 million advertising the Online Safety Act since early last year. £1,137,752.58 to be precise…
Ofcom, which is funded by fees paid by regulated companies and from the retention of Wireless Telegraphy Act receipts, said the advertising is used to explain “to UK adults and children how our safety measures protect them.” £244,234.40 was spent in June alone, the month prior to the activation of internet regulation imposed by the Online Safety Act…
Ofcom describes its advertising activity:
- Working with M&C Saatchi and Archetype to deliver B2B campaigns targeting regulated services to drive awareness and promote compliance;
- Working with M&C Saatchi and influencers (Anna Whitehouse, Nilly Dahlia, Lee Chisholm, Claire Warren) to raise awareness of and build confidence in the OSA among UK parents;
- Working with M&C Saatchi and influencers (Olivia Bentley, Ben Hurst, Olly Bowman, Sophia Smith Galer, Adam Beales) to deliver a campaign to raise awareness of and build confidence in age-assurance rules coming into effect among UK adults;
- Working with Eleven to raise awareness of the protection of children code measures under the OSA among UK teenagers;
- Partnerships with Mumsnet and influencers (Mylene Klass, Anna Whitehouse and Dr Martha Deiros Collado) to raise awareness of the protection of children code measures under the OSA; and
- An influencer partnership (Cally Jane-Beech) to promote our proposed guidance on protecting women and girls online.
£171,100 has been spent on influencer promotions since February last year. The regulator reports that this “campaign generated around seven million views on Instagram alone. For context, Ofcom’s own Instagram channel has fewer than 10,000 followers.” Can’t polish a…
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