5 ways this HMRC marketing tactic is not okay

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HMRC at the ATM

1. This is not okay because despite it being a threat to tax dodgers, its imagery unambiguously accuses you. It’s aim as a piece of marketing is to deliberately make you feel paranoid.

2. This is not okay because it is intrusive. This tactic has been chosen to threaten you as you are about to embark on the private transaction of getting your cash out. Despite the best efforts of Seth Godin, and his permission-marketing acolytes, we are all accustomed to be interrupted by marketing. But this is just unpleasant.

3. It is not okay because it is straight out of George Orwell. Here is Big Brother’s all-seeing eye representing the state. Does the state really want to be seen like that? Isn’t there another territory this can belong to, that is more positive and less reliant on poorly executed 1984 based-concept?John Hurt as Winston Smith. His own personal sadness helped him

4. It is not okay because of the physical context of the message. You may be getting money to buy some food, a fluffy kitten or something else utterly innocuous. Nevertheless this requires a cash transaction, a vulnerable moment in a busy street or public area. A great moment for the government to threaten you? No, actually.

5. It’s not okay because it creates anxiety. An agency of the state uses the old copywriter’s trick of stating the negative ‘If you’ve declared all your income you have nothing to worry about’. But it seeds the idea of ‘worry’ nevertheless. And even if you take the line at face value it is overpowered by the imagery and headline.

And, by the way, it’s not okay to threaten individuals while vast corporations get away with it. 

About Peter Kenny

I lead a double life. Identity #1. A writer of poems, plays, libretti, prose, journalism and so on. Identity #2: A marketing outlier, working with London creative agencies and my own clients as a copywriter and creative consultant.
This entry was posted in campaign, Campaign Fail, Copy, Marketing and tagged , , , , . Bookmark the permalink.

One Response to 5 ways this HMRC marketing tactic is not okay

  1. Matt says:

    I’ve seen this ad a few times and remember your comments on each occasion. And I’m not sure that those who are deliberately fiddling their taxes will ‘fess up to HMRC because of a cashpoint ad.

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