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PostPosted: Thu Jul 01, 2021 6:15 pm 
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Uber campaign emphasizes driver’s rights despite lengthy court battle

https://www.thedrum.com/news/2021/07/01 ... urt-battle

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Uber has launched a national advertising campaign, ‘Only On Uber’, highlighting the guarantees that all drivers will now receive as part of the company’s commitment to treat drivers as workers – despite its previous battle at the UK supreme court against the classification.

The out-of-home (OOH) campaign ‘Only On Uber’ highlights Uber drivers’ employee benefits and protections in an attempt to recruit new drivers to the firm, and also emphasizes that Uber is currently the only ride-hailing app that ensures that its drivers earn at least the National Living Wage, as well as receiving a pension and holiday pay.

The backstory

Uber previously underwent a lengthy legal battle to maintain its drivers’ working status as third-party contractors and not workers, which saw those driving for the taxi-hailing app firm deprived of basic employment protections including minimum wage and holiday pay.

The conclusion that Uber drivers should indeed be classed as workers was made by the UK supreme court in February this year and was described as “historic” by the trade union GMB.

Despite its reluctance to welcome the classification, Uber has now placed driver’s rights at the front and center of its latest campaign – emphasizing they can now retain flexibility to choose if, when and where they drive, and that they can drive with multiple apps at the same time.

Drivers can now also be represented by GMB following the first deal between a trade union and a ride-hailing platform.

An Uber spokesperson told The Drum: “The supreme court decision gave us a clearer path forward and made clear that drivers across the whole industry should receive worker rights.

“Only with Uber do drivers now get these protections, and not with any other operator. We are also, due to the recovery of towns and cities across the UK, now encouraging another 20,000 drivers to sign up to the platform, all of which will receive holiday pay and pensions.”

Driving recruitment

Despite a difficult pandemic period, the campaign follows Uber trips in the UK recovering to pre-pandemic levels after hospitality restrictions were lifted on May 17.

Uber’s total number of ride bookings plummeted in 2020 due to the pandemic and subsequent lockdown restrictions – although Uber said its delivery bookings rose 166% from the same period the previous year.

Jamie Heywood, Uber’s regional general manager for northern and eastern Europe, said of the campaign: “As cities open up and people start moving again, we are encouraging new drivers to sign up.

“We are proud to offer every driver the rights and protections they deserve – a guaranteed wage, holiday pay and a pension – but we’re not the only player in town. Drivers work with multiple operators and deserve the same standard of work on every trip.”

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PostPosted: Fri Jul 02, 2021 8:52 am 
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Had a look at The Drum website, because couldn't remember exactly what it was.

But it's all about advertising, marketing and PR, sort of thing.

And I'm not sure if Sussex changed the headline, but it now reads:

The Drum wrote:
After trying to deny them, Uber is using driver rights as a marketing USP


USP is of course Unique Selling Point.

So it's all consistent with Uber's typical PR/marketing style - they'll even spin bad news for them and turn it into a advertising/marketing gimmick.

(I suppose Uber's original USP was app-based booking and despatch, but it's not quite so unique now.)


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PostPosted: Fri Jul 02, 2021 8:57 am 
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How can they say "only on UBER"? All our drivers are employees and benefit from all of the things UBER has to offer and more besides.

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PostPosted: Fri Jul 02, 2021 9:48 am 
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Are uber paying sickness my understanding was it was an insurance policy which the drivers have to pay for

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PostPosted: Fri Jul 02, 2021 10:33 am 
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grandad wrote:
How can they say "only on UBER"? All our drivers are employees and benefit from all of the things UBER has to offer and more besides.

But the small print states that Grandad's/Grandma's Taxis offers better benefits :wink:

Seriously, though, I'm guessing the comparison is with 'ride-hailing' apps, most obviously Ola and Bolt, as per the other piece in the Times. Would be interesting to read the small print on the poster, but can't quite make it out.

Anyway, even if Uber offered a similar deal, and were referring to the wider trade, the ad wouldn't be misleading unless they covered Melton :wink:


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PostPosted: Fri Jul 02, 2021 10:53 am 
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Quote:
But the small print states that Grandad's/Grandma's Taxis offers better benefits :wink:

Seriously, though, I'm guessing the comparison is with 'ride-hailing' apps, most obviously Ola and Bolt, as per the other piece in the Times. Would be interesting to read the small print on the poster, but can't quite make it out.

Anyway, even if Uber offered a similar deal, and were referring to the wider trade, the ad wouldn't be misleading unless they covered Melton :wink:


I thought you knew Pete's firm was called Elaine's taxis :wink:

I think a complaint to ASA might be in order depending on what the qualifying small print says which is illegible in the corner

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PostPosted: Fri Jul 02, 2021 11:24 am 
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edders23 wrote:
I think a complaint to ASA might be in order depending on what the qualifying small print says which is illegible in the corner

Seems to be something like:

Uber wrote:
The benefits described here as available Only On Uber are in comparison with large app-based private hire operations in London. Elegibility criteria apply.

So I think an ASA complaint is a non-starter :-|

Incidentally, on here I call Grandad's firm what he calls it on here :wink:


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PostPosted: Fri Jul 02, 2021 6:38 pm 
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theyve just upped their commision rate from 20 to 25%

recouping some of theyre extra costs

giveth with one hand and grab your plumz with the other

:shock: :shock: :shock:

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PostPosted: Mon Jul 05, 2021 4:01 pm 
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“Uber attacks rivals for not offering drivers holiday or sick pay despite court rulings”

Headline in today’s telegraph business section.

Mick Rix, national organiser for the GMB Union, said: “We believe the Mayor and TFL should take steps to make better worker’s rights a condition of an operator’s licence to ALL private hire operators.

Anyone disagree with that?

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PostPosted: Mon Jul 05, 2021 6:28 pm 
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jimbo wrote:
“Uber attacks rivals for not offering drivers holiday or sick pay despite court rulings”

Headline in today’s telegraph business section.

Mick Rix, national organiser for the GMB Union, said: “We believe the Mayor and TFL should take steps to make better worker’s rights a condition of an operator’s licence to ALL private hire operators.

Anyone disagree with that?



And does anyone believe TFL would consider such a move for more than a few seconds ?

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PostPosted: Mon Jul 05, 2021 6:30 pm 
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edders23 wrote:
jimbo wrote:
“Uber attacks rivals for not offering drivers holiday or sick pay despite court rulings”

Headline in today’s telegraph business section.

Mick Rix, national organiser for the GMB Union, said: “We believe the Mayor and TFL should take steps to make better worker’s rights a condition of an operator’s licence to ALL private hire operators.

Anyone disagree with that?



And does anyone believe TFL would consider such a move for more than a few seconds ?


ME, ME, ME!!!!

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PostPosted: Mon Jul 05, 2021 8:25 pm 
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Quote:
Anyone disagree with that?

Certainly not me.

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PostPosted: Mon Jul 05, 2021 8:28 pm 
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jozefbloggz wrote:
theyve just upped their commision rate from 20 to 25%

recouping some of theyre extra costs

giveth with one hand and grab your plumz with the other

:shock: :shock: :shock:

And the Socialist Worker are not happy about it.

https://socialistworker.co.uk/art/52063 ... +the+other

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