Valentine’s Day is nearly upon us. It’s that time of year when the world turns shades of pink and red, when January sales become Valentine’s Day promotions, dating apps compete to be the most attractive, and alcohol advertisers get into the Valentine’s spirit.

If you are referencing romance in your Valentine’s Day ads follow Committee of Advertising Practice (CAP) tips to ensure you make a good impression.

Don’t be too forward

It’s fine to focus on the raunchy side of romance, or advertise a service that promotes casual encounters, but marketers using sexual imagery or references must take care to ensure that these will not cause serious or widespread offence, and target them appropriately. Keep it mildly suggestive when advertising in untargeted media, and save explicit content – within reason! – for media targeted at adults.

Bragging? Make sure you can back it up

Think you’re the city’s No. 1, best-selling, or the nation’s favourite? Check this guidance on comparative claims before stating this in your advertising. If you don’t have evidence to support claims about sales or market share, don’t make the claim.

Don’t over-promise with your promotions

When running promotions, from money off and multi-buy offers to Valentine’s giveaways, competitions and prize draws, plan ahead to ensure that your promotions don’t ruin carefully laid Valentine’s Day plans by causing unnecessary disappointment.

Include all Significant terms and conditions, Make sure you can demonstrate that you have made a reasonable estimate of demand, and don’t disappoint participants.

If you’re targeting those already in a happy couple, remember not to promise “Guaranteed Valentines Delivery” unless you’re certain you can fulfil orders. You don’t want that on your conscience, or review websites.

Mixing alcohol and romance is a whiskey business

Advertisers may wish to get into the Valentine’s spirit but linking alcohol with seduction, sexual activity or success, or enhanced attractiveness is likely to be a problem. The Advertising Standards Authority (ASA) has upheld complaints about ads which implied that getting drunk increased your chances of sexual success and that alcohol can “make you look better naked”.

Not all depictions of flirtatious interactions will breach the Code. The ASA rejected complaints about alcohol ads which featured a couple dancing, where alcohol did not appear to have played a significant part in that interactions.

Source: CAP

About us

LS Consultancy are experts in Marketing and Compliance, and work with a range of firms to assist with improving their advertising, documents, processes and systems to help mitigate risk.

We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.

Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.

Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.

Explore our full range today.

Why Not Download our FREE Brochures! Click here.

Call Us Today on 020 8087 2377 or send us an email.

You can see our Google reviews here.

We’re looking for guest writers with business know-how and experience to create outstanding articles to feature on our website. Sound like you? Then find out more…