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Agents to benefit from £1m OFT campaign
Travel agents are to benefit from a £1.2 million Office of Fair Trading campaign that will drive consumers to ABTA-registered members.
The campaign, which is launched today and is fronted by TV actress Amanda Holden, follows OFT grade two approval to five trade bodies – including ABTA.
It means that agents can display a newly-launched OFT approved logo which the body hope will become a recognised brand.
“This will provide excellent marketing opportunities for ABTA and its members,” a spokesman for the association said.
To achieve grade two status with the OFT, trade bodies must prove they properly police the codes and practices of the organisation. Businesses must demonstrate that clear information is given to a consumer before making a purchase and handle complaints quickly and fairly.
OFT executive director Penny Boys said the campaign will help consumers choose businesses that are committed to delivering higher standards of customer service than the law requires.
“Consumers want to know they are buying from fair-dealing businesses. The OFT approved code logo will give them that confidence and become a widely-recognised brand,” she said.
Research by the OFT revealed that 75% of consumers would value a logo to help them select who they do business with.
Report by Steve Jones
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