Using the term "exclusive"

[ally_1988]

Hi,

Just wondered if someone might be able to clarify how the term exclusive can be used. If I were to produce a reward card which got people "exclusive offers" with lots of local businesses, would every single offer need to be exclusive to that card?

Or would I get away with it providing the majority of businesses provided exclusive offers?

Also what about if the offer started off exclusive, but then 6 months later someone else also had that offer, would it be illegal to advertise it as exclusive?

I am very aware that the obvious answer would be yes it had to be 100% exclusive to me if I were to state such, but the law usually has some oddities.

Thanks in advance

 

[Jeff Knows]

I wouldn't see the problem if you worded it correctly.

A card offering exclusive rewards
Vs
A card with access to exclusive rewards

One is a card OF exclusive rewards. The other is a card WITH exclusive offers.

As for your second question, I'm not sure about the legality of it but yes it would no longer be exclusive to you and therefor it wouldn't be right to advertise it as such.

 

[cjd]

I wouldn't use the term at all if I was you - 'exclusive' has become a lazy marketing platitude; if anything it now just means some kind of phoney offer.