The Competition & Markets Authority (CMA) is ramping up its offensive against cartels with a new digital campaign aimed at encouraging people to report dob in businesses they believe could be acting illegally.
While fines and monetary incentives play a key role in encouraging people to report, this new campaign is based on analysis conducted by the Behavioural Insights Team that shows the decision to report is shaped by a range of other factors.
By appealing to an individual’s altruism, and using an illustrative style, the campaign aims to empower people to take what may seem like a daunting step – reporting illegal behaviour.
Running across digital and social media, the campaign has been created by MSQ Partners (led by Stack with twentysix providing the media planning) to demystify cartels and anti-competitive cartel behaviour as well as linking contacting the CMA not with risk but with doing the right thing. It explains in a simple, language how cartels harm us all and how it is best to be safe and get in touch with the CMA. Media buying is being handled by Carat.
Ads will run on Facebook, LinkedIn, Twitter and digital display targeting business owners, decision makers and potential witnesses in companies of all sizes. The audiences will be directed to a bespoke website – www.stopcartels.campaign.gov.uk – to learn more about anti-competitive behaviour and find out how to report it.
CMA head of campaigns and compliance Karen Campbell White said: “When businesses choose to break competition law, the public and other businesses lose out. We are committed to doing all we can to educate businesses and equip whistleblowers with the information they need to stop bad practice.
The campaign takes a complex subject and makes it accessible. The animation style is friendly and open, whilst still conveying key information to both witnesses and perpetrators.”
TMW tackles illegal cartels in first ever CMA campaign
CMA slams brakes on BMW ban on comparison sites
CMA fingers social media agency over hidden ads
Agencies flayed in probe of undisclosed native ads
Competition probe backs data sector