UK's largest advertiser to cut adspend 50%

The cuts form part of the massive cost-saving package announced by the recently formed coalition government. According to the COI's recent annual report, the department's advertising spend last year totalled £540 million (about R6.07 billion).

Marketing campaigns regarded as "essential" will continue. In his letter to suppliers earlier this week, COI deputy chief executive Peter Buchanan outlined essential campaigns as:

1. When government has a duty to provide the public with information, such as changes to public services or legislation.
2. When there is clear evidence that a campaign delivers measurable benefit relating to public health and safety.
3. When a campaign presents information critical to the running of the country, such as recruitment and taxation.

The COI has historically been the largest buyer of advertising in the UK. No comment has yet been made on the fate of specific campaigns.