ASA Adjudication on Geox SpA

Ad

A TV ad, for Geox shoes, depicted children dancing with steam coming out of the soles of their shoes. The shoe also seemed to make a breathing sound when the steam came out.

Issue

The complainant, who purchased a pair of the shoes for her child, objected that the ad was misleading, because it appeared on a childrens channel and could lead children to believe that steam would come out of the sole of the shoe as shown.

BCAP TV Code

Response

Geox SpA said their shoes were distinct because they featured patented technology allowing them to have soles that were breathable yet waterproof at the same time. They said the steam motif, which they had used in children's advertising for many years, was the method by which they hoped to demonstrate the products unique feature. They pointed out that their product was not a toy, but a fashion item, which was priced accordingly. Geox believed that it was unlikely that younger children would make the purchasing decision without the input of an adult. They maintained that adults buying the shoes on behalf of younger children would understand that the effect was surreal and not intended as a literal demonstration of the shoes features.

Clearcast said the steam and associated breathing effect was used by the advertiser to demonstrate the shoes patented breathing properties. They said they did not regard there to be a problem with the approach because they felt the product demonstration came across as surreal. They believed that it was a device to show what the breathing properties of the shoes would look like if the viewer could see them.

Clearcast said they would have taken a different view if this product had been a toy, where a child might expect the steam and associated breathing effect to be part of the play experience. They maintained that such a feature of the product property would be of more interest to the adult purchaser than a child who would be more interested in the style of the product. Clearcast noted all the children dancing in the ad looked to be in their early teens and they therefore believed that such an age group would be old enough to be able to understand the creative treatment used.

Assessment

Not upheld

The ASA noted the ad appeared on Nick Jr, a dedicated channel for younger children. Although we noted the complainants concern that younger children might find the shoes desirable, we considered that it was unlikely that purchasing decisions would be made without the involvement of an adult, who would be able to explain that steam would not come out of the shoe. Furthermore, we understood that a significant proportion of Nick Jr viewers were adults supervising younger children in their viewing of the channel. We therefore concluded that the ad was unlikely to mislead.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 5.1.1 (Misleadingness), 5.2.2 (Implications), 5.4.1 (Visual techniques and special effects), 7.1.1 (Children's inexperience), 7.1.2 (Unrealistic expectations) and 7.1.3 (Product characteristics) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)