“One to resurrect my soul”, “One for emotional support” and “One to erase today.”
Add a fashion campaign that puts an unhealthily thin body on a pedestal, and you are no longer selling a product - you are selling an idea.
An ad can stop us in our tracks in seconds, but its impact can last far longer.
Social responsibility isn’t just another advertising objective - it’s the copy behind the copy. From alcohol and gambling to body image and green claims, every ad leaves more than an impression… it leaves an imprint. So before hitting publish, ask yourself, “what’s the takeaway besides the product?”
The best ads make headlines AND make good judgment.
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Protecting Consumers from Harm
Selling products shouldn’t come at the cost of selling bad ideas.
Whether it's suggesting alcohol can wash away a bad day, encouraging vulnerable audiences to gamble, or glamorising unsafe driving, advertising has the power to normalise risky behaviour. Preventing harm is one of the key principles of the ASA, and it should also be one of the most (if not THE most) important consideration for advertisers.
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Representation and Stereotypes
If your audience feels boxed in, your advertising probably will be, too.
Advertising reflects society and holds up a mirror.
Advertising suggesting women are less capable than men, as seen in the claim that “even women can weld well”, implying lighter skin is more desirable through black skin “before” and white-skin “after” imagery, or exploiting mothers’ insecurities with "Mommy Makeover" ads, don’t just simply miss the mark, but they also move it.
You can read more in our guidance about Gender Stereotypes and Harm and Offence: Race. Respect shouldn’t be optional.
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Environmental Responsibility and Green Claims
Going green shouldn’t mean colouring outside the truth.
Consumers are buying into sustainability, but they’re also buying into transparency.
Environmental claims have been on the rise in recent years, and it’s important to remember that green claims need substantial green proof!
Whether it's claiming "sustainable style", "eco-friendly" , "carbon neutral", or a "green alternative", unsupported environmental claims with lack of qualifying information can quickly become greenwashing.
Our Environment page contains lots of green-coloured guidance if you’re looking to make environmental claims.
After all, saving face isn’t quite the same as saving the planet.
The Lasting Impact of Advertising
Great ads leave a legacy. Make sure it’s one you’re proud of.
Advertising doesn't clock off when the campaign ends; every ad helps shape the stories and social norms we live by.
People may forget your slogan, but they'll remember how your advert made them feel.
Before your next ad goes live, ask yourself:
- Could this cause harm?
- What message does it send about people?
- Are our claims backed by substantial evidence?
- When the ad fades to black, what message will still be playing?
Our guidance on Social Responsibility may also be helpful, as it has links to lots of other responsibility guidance, including body image, motoring and violence.
And after all that, if you still need help, take ad-vantage of our responsible Copy Advice team, who are on hand to give you advice and support. Responsibility is always ‘on brand’!
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