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Confusion over advert

16th June 1984, Page 6
16th June 1984
Page 6
Page 6, 16th June 1984 — Confusion over advert
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Which of the following most accurately describes the problem?

MAY was a bumper month for operator licence applications, with some area offices reporting their highest monthly total for more than a decade.

Operators were getting their applications in early, ahead of the new regulations on environmental control which came into effect on June 1.

E-day has already brought forward advertisements which will now be a common feature of the public notices sections of local newspapers. One of the first was from M and P Builders of Cambridge, which advertised last week in the local Evening News.

Some confusion is evident, however. The firm has used the standard wording for advertisements, but failed to omit the parts in the first paragraph which do not apply. It cannot be applying for a new licence and a licence variation at the same time!

The advertisement should be acceptable to the licensing office because, although it doesn't make perfect sense, all the essential information is included. Presumably, however, the operator will be paying more than is necessary for the insertion.