Media Smart and the Advertising Association are renewing their awareness campaign ‘What’s the deal with political advertising?’ to help voters understand the ads by political parties they may see in the run up to the General Election. The campaign highlights a 10-point guide, freely available to download, which aims to improve political literacy, particularly among young people preparing to vote for the first time.

A 30” video creative, designed by Pearl & Dean Productions, part of CREATE at Pearl & Dean, will appear in Pearl & Dean cinemas and on BVOD on Channel 4, following clearance, subtitling, and delivery through Clearcast. Thought-provoking static executions of the campaign will feature on OOH with Open Media’s sites and from Next Gen Media in university accommodation and sixth form colleges. The industry has been urged to support with media inventory, where possible, to help maximise the awareness campaign and increase circulation of the guide.

Political parties will use advertising as part of their campaigning in the run up to the General Election on July 4, with national election spending limits recently increasing 80% to around £35M.[1] Data released by UK advertising thinktank, Credos, shows 44% of people are concerned about political advertising, with people significantly less likely to trust political advertising (29%) than all/commercial advertising (39%). The research also highlighted that almost three quarters of people (73%) believe that political advertising should be subject to the same rules and regulations as other forms of advertising.

Media Smart, the advertising and media industry’s education programme, worked with youth focused creative agency, Livity, to produce the guide which answers questions on electoral advertising rules; digital and AI-generated content; misinformation and fact-checking; and how people can improve their political literacy. It also highlights how regulation around commercial advertising, subject to rules enforced by the Advertising Standards Authority (ASA), differs to advertising by political parties.

Rachel Barber-Mack, Executive Director, Media Smart, said: “Encouraging young voters to vote, and vote with confidence, is a key part of Media Smart’s mission in the run up to this General Election. Voters should be equipped to understand the messages they will see via advertising and this awareness campaign will help empower political literacy at this vital time.”

Stephen Woodford, CEO, Advertising Association, said: “The countdown to the ballot box is now on and while advertising by political parties is not subject to regulation by the ASA, I believe the advertising industry has a responsibility to educate voters about how the tools of our industry will be used during this time. This is only possible thanks to the generosity of industry partners providing media inventory to help share these resources and I encourage any media owners wishing to donate ad space to get in touch.”

Kathryn Jacob OBE, CEO at Pearl & Dean, said: “We understand that it can be a bit of a challenge to navigate and comprehend party messaging as well as the discourse which takes place across social channels, particularly for young people who are voting in their first general election. We are proud to support Media Smart and the Advertising Association with this campaign. Our video creative is informative while also engaging and hopefully it strikes a chord with Channel 4’s audiences as well as our own across our Pearl & Dean cinemas.”

[1] According to the Electoral Reform Society

About the Advertising Association
The Advertising Association promotes the role and rights of responsible advertising – trusted, inclusive, and sustainable – and its value to people, society, businesses, ?and the economy. Responsible businesses understand that there is little point in an advertisement that people cannot trust. That’s why, over 50 years ago, the Advertising Association led UK advertising towards a system of independent self-regulation which has since been adopted around the world. There are nearly thirty UK trade associations representing advertising, media, and marketing. Through the Advertising Association they come together with a single voice when speaking to policy makers and influencers. www.adassoc.org.uk

About Pearl & Dean
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Showcase, Empire, Movie House, and Omniplex sites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun.

Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Everyman, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like The Luna Cinema, each offering individuality and often a specialist audience.

Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience. www.pearlanddean.com

About CREATE at Pearl & Dean
The CREATE team at Pearl & Dean is a collective of specialists set up to deliver end-to-end solutions for advertisers wanting to align with quality film and cinema experiences. Utilising effective content, strategic partnerships and immersive experiences, CREATE aim to amplify and elevate traditional advertising campaigns to maximise their return on investment.

The specialist teams within CREATE include:

Pearl & Dean Productions: Specialising in bespoke creative for cinema advertising and ad-funded content.

Pearl & Dean Strategic Solutions: Working with agencies and clients to develop the ideal framework and media plans to maximise delivery on their objectives.

Pearl & Dean Partnerships: Bringing brands together with rightsholders within the Pearl & Dean portfolio to create meaningful sponsorships & promotions.

Pearl & Dean Film Partnerships: Bringing studios and brands together for mutually beneficial marketing campaigns and product placement.

DIVE: Pearl & Dean’s sister experience agency, creating culturally relevant brand partnerships, campaigns and productions.

About Livity
Livity is a creative agency that taps into the creativity and insight of young people to future proof brands. Our clients include Foot Locker, YoungMinds, Nike, Pinterest, Google, and the UK Government.

Brands work with Livity to future proof and find their place in youth culture. Our In Future List of diverse young creatives, activists, entrepreneurs and thought leaders are an invaluable resource to identify the trends, ideas and insights that will shape the future. More importantly, the young people we mentor receive training, experience and support into employment and education.?www.livity.co.uk?