ASA Adjudication on Jessica Draper Photography

We are using cookies on our site to provide you with the best user experience.
Disabling cookies may prevent our website from working efficiently. Click ok to remove this message (we will remember your choice).

More info

Jessica Draper Photography

Date:

21 September 2011

Media:

Internet (on own site)

Sector:

Business

Number of complaints:

Complaint Ref:

A11-161986

Claims on the Jessica Draper Photography website, for a commercial photographer, viewed in June 2011. Text on the JESSICA’S STYLE page stated “... Jessica is also a member of the Society of Wedding and Portrait Photographers (SWPP) ...”. The website included the logo of the Society of Wedding and Portrait Photographers (SWPP).

Issue

The Societies objected that the ad was misleading because Jessica Draper Photography was not a member of SWPP.

CAP Code (Edition 12)

3.13.503.7

Response

Jessica Draper Photography did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by Jessica Draper Photography'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.

Jessica Draper Photography did not supply any evidence to demonstrate that they were a member of SWPP. We therefore concluded that the claim was misleading.

The ad breached CAP Code (Edition 12) rules 1.7 (Unreasonable delay), 3.1 (Misleading advertising), 3.7 (Substantiation), and 3.50 (Endorsements and Testimonials).

Action

The ad must not appear again in its current form. We referred the matter to CAP’s Compliance team. We told Jessica Draper Photography to ensure that in all future ads, they did not imply that they held membership of a society, when that was not the case.