ASA Adjudication on 7 Models
7 Models
2nd Floor
55 Farringdon Road
London
EC1M 3JB
Date:
9 November 2011
Media:
Internet (on own site)
Sector:
Employment
Number of complaints:
1
Complaint Ref:
A11-170240
Ad
The 7Models website, visited 31 August 2011, stated "7 MODELS, established in 2001, is one of London's top model agencies, representing some of the fashion industry's most successful faces. 7 MODELS continue to grace the covers of magazines around the world including British, Italian, American and French designers and fashion campaigns ... Our models have featured in advertising, TV commercials and fashion shows of international designers and products".
Issue
Clive Hurst challenged whether the claims:
1. "7 MODELS, established in 2001"; and
2. "7 MODELS continue to grace the covers of magazines around the world including British, Italian, American and French designers and fashion campaigns Our models have featured in advertising, TV commercials and fashion shows of international designers and products"
could be substantiated.
CAP Code (Edition 12)
Response
1. & 2. 7Models did not respond to the ASA's enquiries.
Assessment
1. & 2. Upheld
The ASA was concerned by 7Models' lack of substantive response and apparent disregard for the Code, which was a breach of CAP Code clause 1.7 (Unreasonable delay). We reminded them of their responsibility to provide a substantive respond response to our enquiries and told them to do so in future.
Because we had not seen any evidence in support of the claims "7 MODELS, established in 2001" and "7 MODELS continue to grace the covers of magazines around the world including British, Italian, American and French designers and fashion campaigns Our models have featured in advertising, TV commercials and fashion shows of international designers and products", we concluded that the claims were misleading.
The claims breached CAP Code (Edition 12) rules 1.7 (Unreasonable delay) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).
Action
The ad must not appear again in its current form. We informed 7Models to remove the claims and ensure they held substantiation for any claims in their advertising. We referred the matter to CAP’s Compliance team.
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