Cookies policy statement
We are using cookies on our site to provide you with the best user experience.
Disabling cookies may prevent our website from working efficiently. Click ok to remove this message (we will remember your choice).
OK

ASA Adjudication on Ideal Shopping Direct Ltd

Ideal Shopping Direct Ltd t/a Ideal World

Newark Road
Peterborough
PE1 5WG

Date:

30 January 2013

Media:

Internet (on own site), Television

Sector:

Retail

Number of complaints:

1

Complaint Ref:

A12-210776

Ad

A shopping channel ad and the corresponding website included a video demonstration of a face cream that featured before and after clips of the product being applied to a model's forehead and which appeared to show a reduction in the appearance of wrinkles.

Issue

The complainant challenged whether the before and after images in the video had been manipulated and therefore exaggerated the results that were likely to be achieved by the product.

CAP Code (Edition 12)

BCAP Code

Response

Ideal Shopping Direct Ltd t/a Ideal (Ideal) stated that the product was formulated as a cosmetic wrinkle filler and was designed to provide a smoother appearance by filling in lines and wrinkles.  They believed the results were not exaggerated and that the pictures in question were taken from their shows where the product was demonstrated live on air. They explained that the video on the website had also been taken from the live broadcast. They said that Ideal World did not enhance or retouch any before or after images.  

Assessment

Not upheld

The ASA noted the complainant's concerns that the video presentation had been manipulated to exaggerate the effect that could be achieved from using the product. However, because the videos from the teleshopping presentation had repeated the original live broadcast, we concluded that they were unlikely to have been subject to post production work and were therefore not misleading.

We investigated the ad under BCAP Code rules 3.1 (Misleading advertising) and 3.12 (Exaggeration) CAP Code (Edition 12) 3.1 (Misleading advertising) and 3.11 (Exaggeration) but did not find it in breach.

Action

No further action required.  

Follow Us

For ASA news, including our weekly rulings, press releases, research and reports.
 

How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website.

Make a complaint

Find out what types of ads we deal with and how to make a complaint.

Press Zone

This section is for journalists only. Here you will be able to access embargoed material, breaking news and briefing papers as well as profile details for the ASA press office.