Ad description
A leaflet, also available online as a PDF, that promoted the Human Papillomavirus (HPV) vaccine, featured an image of a mobile phone which included a text message that stated "Had my cervical cancer jab 2day, no probs, c ul8r x x". Further text beneath the image stated "arm against cervical cancer *All girls born before 31 August 1997 and still under 18 years of age can have the vaccination that protects against cervical cancer. Girls born after 31 August 1997 will get the vaccine routinely in school year 8. For more information, talk to your school nurse or GP surgery, or go to www.nhs.uk/hpv". Text at the foot of the ad stated "Beating cervical cancer".
Issue
The complainant challenged whether the claim "the vaccination that protects against cervical cancer" misleadingly implied that the HPV vaccination would prevent cervical cancer in all cases.
Response
Public Health England said HPV infection was the only known cause of cervical cancer. They said both vaccines, referred to in the ad, were over 99% effective at preventing pre-cancerous lesions associated with the two strains of HPV, that were most commonly associated with cancer. Notwithstanding that, they acknowledged that the vaccines did not provide complete protection against all strains of HPV that caused cervical cancer.
Public Health England said the purpose of the poster was to raise awareness of the availability of the vaccine and its purpose. They did not believe the ad implied that the vaccine provided complete protection from cervical cancer. They pointed out that the poster featured text that stated "for more information, talk to your school nurse or GP surgery, or go to www.nhs.uk/hpv." and said the website provided more detailed information on the vaccines and the HPV disease. They also said other published material echoed that information and made clear that some cervical cancers were caused by HPV viruses for which the vaccine did not provide protection. They also said that when the patient was first formally invited for vaccination they were provided with a leaflet which explained that the vaccination provided 70% protection from HPV.
Assessment
Not upheld
The ASA noted the ad aimed to raise awareness of the availability of the HPV vaccine and included instructions on how to obtain more information. We noted the ad did not state that the vaccination prevented cervical cancer, rather it stated "the vaccination that protects against cervical cancer". We considered that claim did not imply that the vaccination would prevent cervical cancer in all cases.
On that basis, we considered the ad did not breach the Code on this point.
We investigated the ad under CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. and 3.3 (Misleading advertising), but did not find it in breach.
Action
No further action necessary.
