ASA Non-broadcast Adjudication: Hidden Faces

Complaint

Objection to a regional press advertisement that was headed "TV & FILM 40/50 EXTRAS WANTED" and claimed "SOAPS COMMERCIALS FILMS IN THE LONDON AREAS No experience required All Ages/Start ASAP, F/T, P/T, W/ends £ Top Rates of Pay £ Interviews 2 Days Only ... Successful applicants may be charged a £90 book fee". The complainant objected that:

1. the advertisement misleadingly implied the advertisers had vacancies for extras and

2. the claim "Successful applicants may be charged a £90 book fee" misleadingly implied that some successful applicants were not charged a book fee.

CAP Code (Edition 11)

Adjudication

1. Complaint upheld

The advertisers explained that they were a casting agency. The Authority considered that the advertisement misleadingly implied the advertisers had vacancies. It told the advertisers to make clear in future advertisements that they were a casting agency.

2. Complaint not upheld

The advertisers said "successful" applicants were those whom their casting team believed were likely to be reliable. They said successful applicants were added to their books and appeared in their on-line casting directory; they said those applicants could also be entered in printed casting directories. The advertisers explained that they charged a book fee of £90 to people who were included in printed directories. They said they made clear in their advertisements, on their website and in other marketing material, that applicants might be charged a book fee. The advertisers sent evidence that they had put people, including one person who was not in their printed casting directory, forward for auditions. The Authority was satisfied that some successful applicants were not charged a book fee and did not object.