Legal, decent, honest and TRUTHFUL?

Companies can't just make any claims they like about their products.

They have to be able to justify their claims.

Every week people complain to the Advertising Standards Authority about adverts in the media.

Procter and Gamble got into trouble for claiming that its shampoo - Pantene Pro V - made your hair ten times stronger.

Estee Lauder got into trouble for claiming that one of its products reduced the appearance of cellulite.

They had only tested it on the back of people's hands - where you don't get much cellulite.

Have a look at these two links to find out more.

Claims in shampoo ad 'misleading'

Under the skin of the cellulite debate

Just think...

Why do you think it is important that an organisation monitors the claims of businesses?

What other aspects of advertising do you think should be controlled?

The rules

The ASA has codes of practice for different sorts of advertising.

Broadcast

Non-broadcast

The non-broadcast code includes the following points:

All marketing communications should be legal, decent, honest and truthful.

All marketing communications should be prepared with a sense of responsibility to consumers and to society.

All marketing communications should respect the principles of fair competition generally accepted in business.

No marketing communication should bring advertising into disrepute.

The code for broadcasting is based on the same principles.

Just think...

Have a look at the following links and work out how these companies failed to meet the code.

Ban for 'gun glamour' Reebok ad

Bendy bus ads complaints upheld

Chef's oven love ad in hot water

Just one week...

Have a look at the Advertising Standards Authority to see what's happened this week.

What companies have been challenged?

Why were they challenged?

Did the ASA agree with the challenge in each case? Explain why.