We all know the advantages of a marketing campaign over a single ad. Campaigns support consistent messaging and brand recognition. They broaden appeal by addressing various audiences and keep a message fresh.
But when the ASA assesses a complaint about an ad that is part of a campaign, they look at the ad in isolation. To do otherwise would mean relying on consumers seeing the messaging across a whole campaign either by chance or off their own bat, which we know doesn’t always happen.
Not everyone who saw an ad that drew attention to the breasts of a well-known public figure would have seen other parts of the wider campaign that the advertiser said was actually intended to challenge stereotypes, and support diversity and inclusion in the fashion industry. The ASA Council concluded that the ad, seen in isolation, sexualised the model and objectified her, and was likely to cause serious offence.
Similarly, although a campaign to encourage people to intervene if they saw incidents on public transport featured diverse victims and aggressors, one ad in the campaign focused on a black teenage boy harassing a white girl. The Council concluded that it perpetuated a harmful, negative racial stereotype.
But it’s not just about avoiding harm or serious offence. Marketers should ensure their advertising avoids being misleading by containing all the key information a consumer needs to decide whether to respond. And, remember, while responding could be deciding to purchase the product, it could equally be entering a competition, participating in a promotion or even just clicking for more information.
An ad that featured a pair of trainers at a low price, clicked through to a product listing on a website. Although the linked page contained clear information about available sizes, the ASA Council considered that consumers would have clicked through on the basis that the ad implied the trainers were for adults, when in fact they were for children.
When it comes to standalone ads or ads that are part of a wider campaign, it’s not down to the consumer to do the legwork.
If you need further advice on your ads, contact our Copy Advice team.
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