Of all the voiceover gigs I get I have to admit I love the “legal tag” ones. There’s no confusion as to what the goal is; clear, concise, fast but unobtrusive.
This morning I thought I’d record my Bank of the West session over at Outlaw Studios. (Yes, legal tags at Outlaw. Brings a smirk to my eye.) It was a phone patch session with the producers in San Francisco. I had hat hair and positioned the camera so you could see up my nose. You’re welcome.
Now you know what I look like at the other end of that ISDN, SourceConnect or Phone patch session!
Understanding Legal Tags on Commercials
Legal tags, also known as disclaimers or disclosures, are essential elements in commercials that provide important information to consumers. These tags ensure that advertisers adhere to legal and ethical standards while communicating their messages. The primary purpose of legal tags is to offer clarity, prevent misleading information, and protect consumers. Various types of legal tags can be found in commercials, each serving a specific purpose. Here, we will explore the different types of legal tags commonly used in advertising.
1. Disclaimers
Disclaimers are statements that limit the advertiser’s liability and clarify the extent of the claims made in the commercial. They are typically used to provide additional context or specify conditions that apply to the advertised product or service. For instance, a weight loss product commercial might include a disclaimer stating, “Results may vary,” indicating that individual outcomes can differ.
2. Disclosures
Disclosures are statements that reveal important information to consumers, ensuring transparency in advertising. They are often required by law to inform consumers about certain aspects of the product or service. For example, a financial services commercial might include a disclosure about potential risks associated with investments, such as “Investments are subject to market risk.”
3. Legal Notices
Legal notices are formal statements that provide legal information or compliance details. These notices are crucial for protecting the advertiser from potential legal issues. An example of a legal notice is a pharmaceutical commercial that includes a statement about side effects, such as “Consult your doctor before using this medication.”
4. Terms and Conditions
Terms and conditions outline the rules and guidelines associated with the use of a product or service. These tags are important for setting expectations and informing consumers about their rights and responsibilities. For instance, a promotional offer in a commercial might include a legal tag stating, “Offer valid while supplies last,” indicating the conditions under which the promotion applies.
5. Safety Warnings
Safety warnings are critical for informing consumers about potential hazards or risks associated with a product or service. These warnings are essential for consumer safety and compliance with regulatory requirements. An example is a toy commercial that includes a tag stating, “Choking hazard – small parts. Not for children under 3 years.”
6. Endorsement Disclosures
Endorsement disclosures are statements that reveal the relationship between the advertiser and the endorser. These tags are necessary to maintain transparency and avoid misleading consumers about the authenticity of endorsements. For example, a celebrity endorsing a skincare product might include a disclosure stating, “Paid spokesperson.”
7. Comparative Claims
Comparative claims are statements that compare the advertised product with competitors. These claims must be substantiated and accurate to avoid false advertising. A commercial comparing two brands of laundry detergent might include a tag stating, “Based on independent lab tests.”
Conclusion
Legal tags play a vital role in ensuring that commercials are truthful, transparent, and compliant with legal standards. By understanding the different types of legal tags, consumers can make informed decisions, and advertisers can avoid legal pitfalls. Whether it’s disclaimers, disclosures, legal notices, terms and conditions, safety warnings, endorsement disclosures, or comparative claims, each type of legal tag serves a specific function in the realm of advertising.
