ASA Adjudication on Tussauds Group

Ad

A website, for Thorpe Park, advertised a promotion for discounted entry to the theme park. The homepage stated “Take a September Sickie ENTRY ONLY £18”. This linked to a page entitled “September Sickie” that stated “No matter how hard-working, how conscientious or how dedicated we are … there may be days when we just can’t face going into work … Top Tips for a September Sickie: …” The "Top Tips" included "Phone in yourself rather than getting someone else to do it for you. At least you'll know the illness won't be embarrassing!" and "Over-use of the sickie will seriously affect its chances of success. And your career prospects!"

Issue

The complainants objected that the ad was irresponsible and set a bad example to young people because it encouraged employees to take time off work under false pretences and gave advice on how to do so.

CAP Code

Response

Thorpe Park said the September Sickie offer was a tongue-in-cheek campaign not intended to encourage absenteeism.  They said the ad merely acknowledged the fact that hard-working employees needed a break in autumn, given the end of the summer, post-holiday blues and the onset of the dark winter nights.  Thorpe Park explained that the offer was available for visits throughout the whole of September and not just for visits during the working week, thus giving people the choice to visit outside working hours.  They pointed out that the offer was available only by booking 48 hours in advance, therefore it would not be possible for people to decide to take a sickie on the spur of the moment.  They said they had run exactly the same price promotion last year under a different title. They also said September Sickie was intended to be taken with a pinch of salt and the irreverent tone fitted one of their brand values.

Assessment

Upheld

The ASA noted the 'September Sickie' was intended as a light-hearted reference to employees need for a break in the autumn months.  We acknowledged that the offer was available outside working hours and that the 48-hour advance booking requirement would discourage spur-of-the-moment absenteeism.  However,  we considered that the use of the word Sickie, the suggestion to phone your place of work and tell them youre not coming in today because ...  and the list of Top Tips for taking a sickie encouraged absenteeism from work under false pretences.  We concluded that the ad was irresponsible.

The ad breached CAP code clause 2.2 (Responsible advertising)

Action

We asked Thorpe Park not to use the approach in future promotions.