Christmas advertising – ‘bah humbug’ or ‘jingle all the way’?

Once upon a time the appearance of an Advent calendar and a Christmas tree were the first signs of impending Christmas celebrations.  But times have changed.  It may be a cliché but it seems as if Christmas arrive earlier every year – or, at least, as if Christmas advertising does.

Love it or loathe it, advertisers roll out their Christmas campaigns well in advance of the festive season. Such early warnings are not always welcomed by consumers. Indeed, for some, the sight of Christmas advertisements on TV or on billboards and magazines before December is infuriating and unjustified.

Glad tidings turn into grumbles…

The ASA has been receiving a steady flurry of complaints from irritated and disenchanted consumers objecting to the premature appearance of Christmas advertisements. Those who have contacted us have been disappointed that, although the ASA accepts that some people will find it frustrating to see advertisements for Christmas appearing in the autumn, this is not an area that we regulate.

Advertisers are able to choose when they wish to begin their seasonal advertisements and if potential customers are irritated by their decision, it is a risk that the advertiser must accept. However, the ASA has received more complaints on this issue this year than ever before, suggesting increasing consumer frustration. What are the nature of the complaints that the ASA is dealing with and what are the ASA’s top Christmas tips for consumers who are bombarded by an avalanche of advertisements?

Santa Claus is coming to town?

Two high street retailers have provoked complaints from angry parents who feel their ads have shattered the illusion of Christmas. They believe the ads have taken away their child’s innocence and have spoilt the festive period by conveying to children that Santa may not be real and that it is in fact parents who get them the presents they asked for from Santa.
 
Although the ASA sympathized with the parents who contacted us, after careful consideration a decision was made not to investigate the complaints. The ASA did not consider that the ads necessarily negated the existence of Santa and, whilst they may be confusing for some children, it was entirely possible for them to still believe that some presents are bought by their parents and delivered whilst some are brought by Santa.

Financial pressure

It has also been interesting to note that, in part, the objections to Christmas ads appearing so early have not just been on the grounds that it over commercializes a religious festival; some people have also objected that it serves to intensify the financial pressures that Christmas brings. The ASA has received complaints that it is socially irresponsible to advertise Christmas too far in advance as it prolongs the amount of time that people find themselves financially burdened.

Christmas wrapping

During the festive period consumers can find themselves subjected to a ferocious onslaught of eye-catching advertisements as retailers endeavour to vie for customers by promoting “outstanding deals” and “cut price” offers. Whilst there are many bargains to be had at this time of year it is always worth remembering that sometimes advertisements can make an offer sound better than it actually is.

No matter how much an offer is ‘dressed’ up it still has to adhere to the advertising codes. Advertisements that are found to be misleading will not only be detrimental to consumer confidence they will also risk being investigated by the ASA. Many consumers will see ads between now and Christmas that use the phrases “lowest price”, “save”, “sale”, “discount”, “bargain” and “guaranteed”. Whilst it is accepted that advertisers have every right to promote their product in the best light they still have to ensure that their offer is genuine.

When consumers see these types of offer they should check that:

The advertised ‘saving’ price is genuine and has not been enhanced by an artificially inflated starting price.
Stock may be limited. The advertiser should make any limitations to an offer clear but bear in mind that stock soon runs out due to demand at busy times.
The terms and conditions of an offer are clear.
Advertisers who claim to offer “lowest prices” can beat, not merely match, competitors prices.
All claims made by an advertiser can be substantiated.

Festive cheer

The ASA cannot regulate when Christmas is advertised but it can ensure that if consumers believe a seasonal advertisement is misleading, offensive or harmful that the matter is looked into. Hopefully the vast majority of advertising this Christmas will avoid upsetting the public and help get the festive season in full swing.