Traffic wardens are being renamed as civil enforcement officers and equipped with new powers to dispense penalty tickets for a wider range of infringements, such as road offences.
Hang on a minute, haven’t we heard that name before? Civil enforcement officers – formerly known as bailiffs? There is a good argument to rename and rebrand traffic wardens to change our perceptions for the better. But, to the equivalent of a bailiff?
Naming and rebranding a national institution is difficult. But a name is also what you make it. Perceptions can only change through experience and interaction, but choosing what is, quite frankly, a negative name is hardly going to help.
Lindie Champion, 35 Communications, London NW1