Source · Select Committees · Culture, Media and Sport Committee
Recommendation 23
23
Accepted
Paragraph: 91
VisitBritain is an arms’ length body yet in practice appears to be grasped close to...
Conclusion
VisitBritain is an arms’ length body yet in practice appears to be grasped close to the chest. VisitBritain knows better than officials at No 10 and the Cabinet Office how best to attract visitors to Britain in an increasingly competitive field. Given VisitBritain’s marketing and communications expertise, the requirement for marketing materials approval appears unduly restrictive. Officials’ involvement in budget spending is understandable; their control over operational decisions and campaign messaging is not. The Minister himself acknowledged that there is scope for improvement.
Government Response Summary
The Government Communication Service (GCS) in the Cabinet Office has reduced the approval requirements for government marketing materials, with only new master creative for major government campaigns submitted to GCS for approval and feedback provided promptly.
Paragraph Reference:
91
Government Response
Accepted
HM Government
Accepted
The Government Communication Service (GCS) in the Cabinet Office has reduced the approval requirements for government marketing materials. Only new master creative for major government campaigns is submitted to GCS for approval, with any feedback provided promptly and within seven days.