371 result(s)
  • Comparisons: Verifiability

    • Advice online

    The ASA and CAP recognise that comparisons help give customers valuable information as well as … requires that comparisons with identifiable competitor products “must objectively compare one or … ). For general advice on making comparisons with identifiable competitors see Comparisons

  • Universities: Comparisons

    • Advice online

    Universities may wish to help prospective students make a decision by making comparisons with other … objective substantiation. Additionally, any comparisons with identifiable competitors must be verifiable … and comply with other relevant comparisons rules (3.33 – 3.40). See also Comparisons

  • Comparisons: General

    • Advice online

    Broadly speaking, the purpose of comparisons is usually to compare quality (“X is better than … ”) or market share (“best-selling on the market”). In this type of comparison, the … competitors who are being compared. Of course, not all comparisons fall into those categories, and

  • Comparisons: Telecoms

    • Advice online

    The ASA has investigated, and upheld against, many comparisons made by telecoms companies claiming … superiority over competitors. Marketers intending to make any comparisons should consider how … the claim as consumers are likely to understand it (rule 3.7). All claims which draw a comparison

  • Comparisons: Basket of goods

    • Advice online

    A ‘basket of goods’ comparison involves a retailer comparing a number of items that a … may imply that consumers can save all the time. A comparison between an individual product which is … comparison. The ASA has considered that a shopping basket survey, which would always be restricted to a

  • Travel marketing: Comparisons

    • Advice online

    Travel marketers may wish to use a comparison to highlight a particular, or overall benefit of … are capable of objective substantiation. Additionally, any comparisons with identifiable … competitors must be verifiable and comply with other relevant comparisons rules (3.33 – 3.40). This

  • Comparisons: Identifiable competitors

    • Advice online

    Different rules apply to comparisons made with identifiable competitors and unidentifiable … competitors. Comparisons with identifiable competitors “must not mislead, or be likely to mislead, the … products” (3.35). Who is an identifiable competitor? What comparisons can be made

  • Comparisons based on awards or surveys

    • Advice online

    The ASA has investigated multiple comparisons which were based on customer surveys, votes, or third … ). All claims which draw a comparison with identifiable competitors or competing products must … comply with rules 3.33 – 3.40. For general advice on comparative claims, see Comparisons

  • Remit: Search engines and price comparison websites

    • Advice online

    On independent search engines and price comparison websites, the CAP Code covers paid-for results … such, are not considered ads for the purposes of the Code. However, if a price comparison website … comparison websites, even if natural results have been paid for they might not automatically be

  • TGIBF! Avoid your ads taking a turn for the worst this Black Friday

    • CAP News

    deemed misleading. Price comparisons As well as savings claims, marketers need to make sure …  price comparisons are accurate and hold evidence to substantiate the usual selling price of … , marketers should ensure price comparisons can be backed up, for example with historical pricing

  • Shall I compare thee…? Making comparisons with identifiable competitors

    • CAP News

    When making comparisons with identifiable competitors, marketers must make them verifiable and hold … evidence to substantiate them. Read on to find out how to make compliant comparisons.

    Making comparisons between your product or service and those of your competitors can be a great way … when looking at a comparison, it will be considered a comparison with an identifiable competitor … . Make sure that your comparisons comply with the Advertising Codes by following the advice below

  • Voted the ‘best’? Comparisons based on surveys or awards

    • CAP News

    claims need objective evidence, and additional rules apply to comparisons with identifiable competitors … . Check this guidance before using awards or surveys to make comparisons, to make sure your ads do not fall foul of these requirements.

    , using awards or surveys to make comparisons can sometimes lead to problematic claims and marketers … , comparisons with identifiable competitors must be verifiable. Objective claims require objective data … comparison. Even if the claim communicates the outcome of a survey which tested something subjective, such

  • At the right price: making price comparisons with previous prices

    • CAP News

    in particular, so it’s essential that they can be confident that the price comparisons they see are … based on their reasonable assumptions about them. Price comparisons must make the basis of the … comparison clear and here’s a reminder of four key things to consider when making a comparison with a previous price.

    in particular, so it’s essential that they can be confident that the price comparisons they … see are based on their reasonable assumptions about them.  Price comparisons in ads must make … the basis of the comparison clear (CAP Code, rule 3.39) and the ASA are likely to take the

  • Guidance on retailers’ price comparisons in marketing communications

    • Advertising guidance

    Guidance for retailers on making price comparisons in marketing communications. Clear advice on how

    Retailers regularly feature price comparisons in their marketing materials to assist consumers in … comparisons between individual products, or comparing a range of goods, such as a typical weekly shop

  • Come on Down! Making Sure the Price is Right with your Price Comparison Advertising

    • CAP News

    Does your ‘basket of goods’ comparison compare similar products? Do you know your product’s … advertising a price comparison. Here are some key areas to remember.

    Price comparisons are a fast way to communicate value to consumers or stand out amongst competitors … .  It is important that any comparisons used in ads are based on correct and verifiable … state an RRP price. Comparing with competitors It is important that comparisons are made between

  • ASA supports OFT's campaign to make the best use of price comparison websites

    • ASA News

    comparison websites, we've produced some top tips to help consumers make better use of price comparison sites.

    comparison websites, we’ve produced some top tips to help consumers make better use of price … comparison sites. In the run up to Christmas everyone is keen to grab a bargain and price … comparison sites provide a great opportunity for consumers to find the best deals. The UK Advertising Code

  • Back to School campaigns – Advice for marketers

    • CAP News

    comparisons to help them stand out from the crowd. Given that promotions need to be administered equitably … , promptly and efficiently and comparisons, particularly those made with an identifiable competitor

    school spending spree. Bearing in mind the rules, particularly on promotions and comparisons, we … .  Making a comparison? Remember, if you’re taking the ‘Back to School

  • Make room for this advice on hotel advertising

    • CAP News

    . In addition to the relevant rules on pricing and comparisons in Section 3, the ASA will take the … : Availability. Comparisons If you’re making a comparison with competitors that can be … between them, so that the basis of the comparison is made clear. The details of the comparison must also

  • A quick guide to comparative advertising

    • CAP News

    to support the comparison and ensure comparisons with identifiable competitors are verifiable. Here

    understood as objective. For more on different types of claims, see here. 2. Is it a comparison … with an identifiable competitor? Comparisons with identifiable competitors are subject to specific … product that you are comparing with to be subject to the rules on comparisons with

  • Green claims in advertising

    • CAP News

    hold robust evidence for any claims or comparisons of this type.

    recycling claims. Is the basis of your comparison clearly stated? Fuel efficient cars are … . For example, if making comparisons regarding fuel performance or emissions, marketers should make it … comparison refers to, and supported by verifiable evidence accordingly. These rules also apply to fuel