Emmerdale TV advertisement has been banned for showing ‘exaggerated’ studio experience.
The advert showed a woman being transported from her kitchen to a field, then to a room with costumes where she handled a blouse, and then to and indoor sets from the soap, and finally to the show’s fictional pub, The Woolpack, before a voiceover stated: “Step into the drama. The Emmerdale Studio Experience.”
Two complains about the film to the Advertising Standards Authority (ASA) for misleading viewers by exaggerating the features of the attraction.
The ASA have acknowledged there was a fantastical element to the adverts portrayal of the attraction, but considered consumers would understand that the attraction was an immersive experience which incorporated the various experiences depicted.
The advertising watchdog considered that the advert, particularly through the inclusion of the outdoor field location, the scene in which the woman handled costumes and the scene with crew working in the background, implied that visitors would have a more immersive, wide-ranging and dramatic experience than we understood the attraction provided.
The ASA therefore concluded the advertisement misleadingly exaggerated the features of the attraction.”
When contacted by the ASA, ITV Broadcasting, which produced the ad, said the sets at the Emmerdale Studio Experience were exact replicas at a studio where the soap’s interior scenes used to be shot until the majority of filming moved elsewhere. They said the tour aimed to give visitors an insight into the types of processes involved in the production of Emmerdale. ITV said the ad was purposely not a step-by-step guide to what visitors would see, partly because the intention was to keep an element of surprise, and therefore did not say that visitors would tour the actual sets.
In its verdict, published this morning, the ASA agreed with the complaints and said that the ad must not appear again in its current form. they told Continuum (Entertainment) Ltd and ITV Broadcasting Ltd to ensure that ads for the attraction did not misleadingly exaggerate the experience visitors would have. The advert breached BCAP Code rules Misleading advertising and Exaggeration.