Dangerous promises

danger_signNH Hotels http://tinyurl.com/m24egt and American Apparel http://tinyurl.com/l5eub6 are the latest high profile brands to fall foul of the ASA because of their failure to comply with ASA guidelines. In both cases, a model who appeared to be under 16 has been sexualised.

These follow hot on the heels of other banned and rebuffed adverts including Courage’s confidence beer ad http://tinyurl.com/lhqpvv, the Iggy Pop fronted Swiftcover ads http://tinyurl.com/d8mvpo, the anti smoking ad http://tinyurl.com/nwywn8, and Cow and Gate’s follow on milk ad http://tinyurl.com/mkpzw2.

All were found wanting in either their presentation or their promises. Some companies can afford to take a bit of negative PR but most can’t. So, if you’re advertising at the moment, make sure you don’t get caught out by checking your adverts conform to the checklists provided by CAP who regulate ASA guidelines for marketing in the UK.

Adverts should be evidence based, be socially responsible, compare any other products in a clear and fair way, include all non optional taxes in pricing, have model permission, contain sales promotion details, contact details. Find out more by going to the new CAP CopyAdvice site www.copyadvice.org.uk.

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