ASA Non-broadcast Adjudication: Studio 1 Promotions

Complaint

A direct mailing, for a talent agency, stated " ... Please find below the most frequently asked questions and our answers? Q. Who are you? A. We are a photographic model agency supplying models to photographers, Advertising agencies, Catalouges [sic], Roadshows e.t.c. We also supply stand by artists to TV & Film. Q. How far will I have to travel if I am selected for a job? A. This is impossible to answer as we are a growing agency and work is happening nationwide. One of our models have [sic] just completed a job in Costa Brava, Spain. However, Manchester, Birmingham, Leeds and of course London are the most likely ... Q. What clients have used you [sic] company in the past? A. There are far too many to list, however see below for a small number. Schwarzkopf Hair Products Matalan Channel 4 Benson Beds The Cosmopolitan Magazine Yates Wine Lodge SKY TV Various road shows The Daily Mirror Lucozade BBC Various TV commericals Littlewoods Catalogue Ethel Austin's ITV Various catwalk shows ...". The complainant challenged whether Studio 1 Promotions could substantiate that:

1. one of their models had recently completed a job in Costa Brava, Spain and

2. they had supplied models to the clients quoted in the mailing, for example Channel 4, BBC and ITV.

CAP Code

Adjudication

1. & 2. Complaint upheld

Studio 1 Promotions said all the claims in their mailing were genuine.

The ASA noted Studio 1 Promotions had sent no evidence to substantiate that one of their models had recently completed a job in Costa Brava, Spain or that they had supplied models to the clients quoted in the mailing. We reminded Studio 1 Promotions of the Code's requirement for advertisers to hold documentary evidence to prove their claims. We considered that, in the absence of any substantiation, the claims were misleading and told Studio 1 Promotions to remove them from their advertising.

The ad breached CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness).