British Regulator Appoints New Advertising Enforcer

13 May 2003

A new director of consumer regulation enforcement has been appointed by Britain's Office of Fair Trading, a government-funded body responsible for policing unfair traders and trading practices.

Moving into the newly created hotseat is Christine Wade, formerly director of co-regulation and co-ordination for the OFT’s consumer regulation enforcement unit. Previously Head of Trading Standards for the county of Essex, she also chaired the nationwide Society of Chief Trading Standards Officers.

Wade takes special responsibility for misleading advertising and unfair contract terms – a problem exemplified by current investigations into ads for purported ‘interest free credit’; extended consumer product warranties; and the probe into the Daily Mail & General Trust’s exclusive London distribution deals for freesheet daily title Metro and the paid-for Evening Standard.

OFT chairman John Vickers welcomed Wade’s appointment, commenting that her previous experience makes her “superbly qualified to take forward the OFT’s growing consumer protection and enforcement programme”.

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