When is a bribe not a bribe?

Pretty sure that the headline caught your attention !.

There is an article in this months 'The Marketer' entitled 'Marketing or bribery'. 

This autumn, there is potentially a new Bribery Act expected to come into force, replacing existing bribery legislation. As the article says "what constitutes “bribery”, and how could this new legislation affect marketers and advertisers?"

It says that potentially three areas need to aware of this - Corporate Hospitality; B2B Incentives and Rebates and Volume discounts.  The latter being especially applicable to media agencies.  We all know what a soft market it was last year with TV deflation at around 20% in the UK, and agencies are saying that many agencies have over promised and will under deliver on the savings promised to clients. So the article says that we as clients could start to add “good faith” and “impartiality” language into contracts and agencies may want to review their current supplier commercial arrangements. 
Could be interesting to watch if the Act gets passed.