The Competition and Markets Authority

Safe not sorry


The Competition & Markets Authority wanted those who had witnessed or participated in cartel behaviour to make contact with them.

The Challenge? Most people don’t understand cartels, and fear that any form of whistle-blowing will lead to their prosecution, whether they were a participant or a witness.


We adopted an iron fist in a velvet glove approach with our Safe Not Sorry campaign. We identified the sectors most at risk and took great care to explain what a cartel is and offered leniency to the first person to speak up.


The campaign generated a 17% increase in the number of leads that lead to a serious report.

The Competitions & Markets Authority - Safe Not Sorry Campaign