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ASA Rulings published

ASA Rulings published

The Advertising Standards Authority (ASA) rulings are published every Wednesday and set out on the public record how, following investigation, the advertising rules apply and where the ASA draw the line in judging whether an ad has broken the rules.

This week’s rulings have been published, and the following advertisers have been formally investigated.

Rulings for 14 August 2019

A newspaper ad for the cryptocurrency trading platform BitMEX, seen on 3 January 2019. The ad showed a graph spread across two pages. The horizontal axis was divided and labelled into six month units showing dates between January 2009 and January 2019. The vertical axis was labelled “Bitcoin Price In US Dollars&r…Upheld

A website,, seen on 2 November 2018, featured various hair products and food supplements. Claims for the product, ‘Volume & Growth Elixir’, stated “… Reduce hair loss … improving the quality and strength of each strand … will leave hair longer, healthier …” Claims f…

A regional press ad for Lidl, seen in the Belfast Telegraph between 15 and 19 January 2019, had a headline which stated “HEALTHY SAVINGS!” followed by text which stated “SAVE £46* VERSUS THE SAME SHOP IN TESCO”.  The ad showed two supermarket trolleys filled with different products. …

A radio ad for McDonald’s, broadcast on Virgin Radio on 8 March 2019, featured a conversation between two men about their respective lunches. One reported that he had a “packed lunch … with a cheeky little choccy bar”. The other remarked “That looks tiny, have they made them smaller?” to whic…

A TV ad and video on demand (VOD) ad for the soft cheese, Philadelphia:

a.  The TV ad, seen on 14 June 2019, featured a woman passing a baby to a man who then held the baby in his arms. Another man appeared carrying a baby in a car seat. The first man said “New dad, too?” and the second man nodded. The scene was revealed to be a restaurant with a conveyor belt serving buffet food. The men chatted, saying “Wow, look at this lunch”, “Yeah, hard to choose” and “This looks good”, whilst a sitting baby and a car seat were seen on the moving conveyor belt, as the men were distracted by selecting and eating their lunch. The first man then noticed his baby had gone around the conveyor belt, said “errr” and “argh!”, and moved across the room to pick the baby up. The second man picked the baby in the car seat off of the conveyor belt, and one of the men said “Let’s not tell mum”.

b.  The VOD ad, seen on the ITV Hub, on 18 June 2019, featured the same content.

A TV ad for Buxton bottled water, seen on 15 June 2019, featured a female ballet dancer, a male drummer and a male rower. The dancer was shown as a child and then as an adult practicing in a studio. The drummer was seen playing in a school gym and then on stage. The rower was shown training on a stationar…

A TV ad for the Volkswagen eGolf, seen on 14 June 2019, opened with a shot of a woman and a man in a tent. The woman was asleep and the man switched off the light and closed the tent, which was shown to be fixed to a sheer cliff face. The following scene depicted two male astronauts floating in a space ship. Text state…


Previous rulings: 07 August 2019

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August 14th, 2019|Comments Off on ASA Rulings published