Transparency in Broadcasting
We are very fortunate to live in a society where we are able to communicate freely and openly. But when we are online, when we watch, read or, in our case listen to content it’s very very important that we are able to do so understanding the context of that audio or editorial.
Voxiferi exist as an organisation that heralds and promotes the companies, firms, brands and individuals we put our microphones in front of. We strive to educate listeners, we push our standards daily to ensure that the audio we broadcast is representative of accurate and disciplined broadcasting and advertising standards.
Our customer content
We are paid by our customers to interview them, to do so diligently, accurately and to paint using audio, a picture of that organisation, brand or business rather than that customer use the weak alternative of a print advertisement in traditional media to promote a product, venue, service, promotion or launch. For the first time we put a microphone in front of that customer, having made them aware that it is absolutely vital that the information that they provide the end user listener is accurate, truthful and without distortion.
Too much of what we see on other forums and platforms is blatant advertising without due diligence and adherence to the rules governed in the UK by the Advertising Standards Agency. It’s mantra to ensure that advertising is truthful, accurate, and doesn’t exploit vulnerable audiences, particularly children. It’s vital to ensure public trust in content produced by content providers, marketing houses and broadcasters.
ASA Guidelines matter
While the Advertising Standards Agency is a non-statutory organisation that cannot enforce legislation, it still should be listened to. Even though the ASA is not a statutory body and doesn’t have the power to enforce any regulation or specific laws, it plays a crucial role in regulating advertising by setting and enforcing industry codes. The ASA operates within a broader legal framework and can and should take action against advertisers who violate its codes, including referring persistent offenders to other regulatory bodies like Trading Standards for legal action. And every business involved in the promotion of services by any customer should listen intently to it’s guidance. There is a reason why the ASA follows up more than 40,000 complaints a year.
The ASA alongside partners such as Google, Meta and Tik Tok launched IPP. IPP is a fantastic program that we support that encourages providers to make their customers, always and everywhere to ensure consistency in how they raise awareness of ASA rules with advertisers and to avoid non-compliant content.
Facts matter, you stick to the factual presentation of information to listeners
We make our customers aware prior to recording of the ASA guidelines and that they ensure that always and everywhere they are honest, truthful and aware of the impact on listeners of not following this guidance. We are not an influencer, we are a broadcaster who promotes revenue growth by affording customers the ability to harness podcasting as a powerful medium for growth and awareness of their product, service, brand or solution. It is absolutely critical that we conform to this standard and it is very much embedded in how we work as a brand. Our broadcasting with customers is our commitment to ensuring what our listeners hear is truthful and accurate. We would hope that our customers, with a microphone in front of them, present their products or services in a transparent and honest light, avoiding misleading claims or false information. Listeners to our podcasts rely on the audio we put out to make informed decisions, and any deviation from the truth erodes trust and damages both our reputation and that of any customer.
Dick Morrell, Dan File – May 2025