The back-to-school season is a major retail moment, with parents and carers spending heavily on essentials such as school uniforms, and backpacks based on kids’ favourite cartoon characters. For advertisers, it offers a valuable opportunity to run a wide range of textbook promotions. But with that opportunity comes responsibility. The ASA has rules covering advertising to children, as well as on promotions and competitions, and expects advertisers to play ball. Use the tips in this short lesson to help ensure your back‑to‑school campaigns measure up.
1-2-3 Advertise responsibly
Responsible advertising is essential for the ASA, and as a result, high fat, salt and sugar (HFSS) product advertisements face strict media placement restrictions. On top of that, any back-to-school themed HFSS ads aimed at under‑12s must not include promotional offers, or celebrities or licensed characters popular with children, in line with rules 15.14 and 15.15.
Similarly, be careful with using back-to-school themes in relation to products such as alcohol or other age-restricted products as this is also likely to get you sent to the headmaster’s office.
The depiction of school aged children in a sexual manner, in this back-to-school ad for a skirt, had the ASA reminding the advertiser that ads should be responsible to consumers and society and should not cause serious or widespread offence.
Avoid detention - get your promotions right
School related competitions and promotions are very common at this time of year. Any back-to-school related promotions which address or target children must make clear that adult permission is required if the prize or incentive might cause a tantrum or conflict. To be best in class you should also ensure that your promotional material has a prominent closing date, and any promotions communicate all applicable significant conditions, to avoid the likelihood of misleading your audience.
Be sure to stay in line and avoid including direct appeals to children to buy your school related products or encourage them to persuade their parents to buy the advertised product for them (Rule 5.4.2). It is important to bear in mind that any invitations to purchase your products should not be phrased as commands.
That brings us to the end of your lesson, no end of year quiz, however, should you need any additional advice on your back-to-school campaigns, please do not hesitate to contact the Copy Advice team who are available to hand out some top-grade advice should you need it.
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