ASA Adjudication on New Wave Model Management

New Wave Model Management

32 Portland Place
London
W1B 1NA

Date:

30 November 2011

Media:

Internet (on own site)

Sector:

Employment

Number of complaints:

Complaint Ref:

A11-170235

The New Wave Model Management website, visited on 30 July 2011, and an online classified ad, which was also seen on 30 July:

a. The website stated "Who are we? New Wave Model Management, established in 2003, is one of the top model agencies in London representing some of the fashion industry's most successful commercials and private designers. Our models have featured in advertising campaigns, TV commercials and fashion shows in London and throughout the UK ...".

b. The online ad stated "We also have a huge range of fashion designers whom are willing to take NEW MODELS... ".

Issue

Clive Hurst challenged whether the following claims were misleading and could be substantiated:

1. "established in 2003" in ad (a);

2. "one of the top model agencies in London representing some of the fashion industry's most successful commercials and private designers" in ad (a);

3. "Our models have featured in advertising campaigns, TV commercials and fashion shows in London and throughout the UK ..." in ad (a); and

4. "We also have a huge range of fashion designers whom are willing to take NEW MODELS..." in ad (b).

CAP Code (Edition 12)

1.720.23.13.7

Response

New Wave Model Management did not respond to the ASA's enquiries.

Assessment

The ASA was concerned by New Wave Model Management's lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.

1., 2., 3. & 4. Upheld

Because we had not seen evidence that demonstrated New Wave Model Management was established in 2003, that it was one of the top model agencies in London representing some of the fashion industry's most successful commercials and private designers, that its models had featured in advertising campaigns, TV commercials and fashion shows in London and throughout the UK or that it had a huge range of fashion designers who were willing to take new models, we concluded the claims in ads (a) and (b) had not been substantiated and were misleading.

The claims breached CAP Code (Edition 12) rules 1.7 (Unreasonable delay), 3.1 (Misleading advertising), 3.7 (Substantiation) and 20.2 (Employment).

Action

The claims must not appear again in their current form. We told New Wave Model Management not to make claims about the achievements of their business or their clients unless they held appropriate substantiation. We referred the matter to the CAP Compliance team.

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