Walk the thin line to satisfied consumers

25 January 2010

Mortgage Strategy’s January 11 cover story focussed on confidence and regulation - well that’s how I read it.

Each of us interprets so much of what we do in our jobs in a way that many in the same sector may see differently.

In the same issue of Mortgage Strategy there was a story about Haart Estate Agents having a third advert banned. I won’t comment on the advert, but I am sure that with a brand to protect and the knowledge of the previous two bans, Haart would have been confident its advert was acceptable.

The fact that it was not highlights just how thin the line is between acceptability and an interpretation that transgresses the regulations.

Regulation is designed to protect and offer consumers a clear and unambiguous route to an informed choice.

But in reality that is where the ambiguity exists.

The Haart decision makers in the eyes of the Advertising Standards Authority got it wrong.

I hope the Haart people share their experiences for the benefit of the sector.

Because as the Retail Distribution Review and the Mortgage Market Review gathers momentum the balance between the understanding of what is required by industry professionals to grow their business, while satisfying the regulatory bodies, will be the deciding factor in rebuilding consumer confidence as we go into 2010.

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