ASA Rulings Published

NEWS
Published
Oct 17th '18
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The Advertising Standards Authority (ASA) publish rulings 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: 17 October 2018

A TV ad for the online casino 32Red.com featured a voice-over which began “Enjoy ‘Ant and Dec’s Saturday Night Takeaway’ online slot game. Exclusively at 32red.com” and was followed by Ant McPartlin’s voice stating, “Welcome to ‘Ant and Dec’s Saturday Night Takeaway’”. The voice-over continued, “Featuring ‘Ant versus D…

A website for DIY Probate Pack, www.diyprobateforms.co.uk, seen in late May 2018, stated “LIMITED OFFER – SAVE £68 TODAY… normally sells for £97 through ’offline’ retailers. As part of an online marketing test I am conducting, I am making the DIY Probate Pack available to you directly, cutting out the ‘middle man’… Don…

A website for Collect My Debt, https://collectmydebt.co.uk, seen on 28 July 2018, featured a page titled “Traveller and Squatter Evictions” with an image of caravans. Text on the page stated, “We can remove unwanted trespassers efficiently and effectively in most cases without any necessary solicitor instructions or co…

A web page on the Dermalogica website www.dermalogica.co.uk, promoting the MediBac clearing product range, seen on 24 November 2017, stated “medibac clearing Clearer skin starts now: bring the four contributing factors of acne under control. The MediBac Clearing® system works to treat, clear and prevent adult acne whil…

Two ads for Feelunique, an online beauty products retailer, seen in November 2017:a. A paid-for Google ad stated “Acne Treatments”.b. A web page on www.feelunique.com stated, “Women’s Skincare For Acne & Problem Skin”. Further text stated “When it comes to problem skin treatments, we’ve as…

A website, www.three.co.uk, for a mobile phone network provider, featured text which stated “Go Roam. Go Roam the world in 71 destinations at no extra cost”. Further text stated “On holiday we reckon you should be able to top up your tan and your Instagram. That’s why we’re helping you to Go Roam around …

Three ads for Clean and Clear skin products, seen on www.cleanandclear.co.uk in January 2018:

a.  A product listing for Deep Action Cream Wash featured text stating, “Deep clean your skin to help prevent breakouts. This creamy wash containing menthol cleans deep into your pores to help prevent spots and leave you feeling fresh-faced and ready for the day – whatever life throws at you!”. An embedded video featured a girl demonstrating how to use the product. She stated, “After two weeks of using it, spots were reduced”.

b.  A product listing for Blackhead Clearing Daily Scrub featured text stating, “The formula lifts away dirt, oil and impurities to help reduce blackheads and prevent them from coming back”. Further text stated, “The blackhead-clearing formula dissolves blackheads deep down into the pores”.

c.  A product listing for Advantage Spot Control Treatment Gel featured text stating “clinically proven to start clearing spots in just 4 hours … The unique spot-fighting formula will quickly remove excess oil, helps fight problem-causing bacteria and purify skin”.

Three issues were investigated, of which two were Upheld and one was Not upheld.

a.  The first email, received on 3 January 2018, stated “Extra 10% Off ALL Home Sale”. Further text stated “SALE CONTINUES – UP TO 50% OFF* HOME + EXTRA 10% OFF*” and “UP TO 70% OFF* FASHION + FURTHER REDUCTIONS”. The asterisks did not link to any text.

b.  The second email, received on 26 February 2018, stated “Blink and you’ll miss it, 40% Off Everything ends tonight”. Further text stated “NEW SEASON LAUNCH EVENT ENDS TONIGHT 40% OFF* EVERYTHING”. The asterisk did not link to any text.

c.  The third email, received on 27 February 2018, stated “Hurry! 40% Off EVERYTHING Event ends TONIGHT”. Further text stated “Due to higher than expected order volumes, some of you may have experienced difficulty online over the weekend in placing your orders” and “OFFER HAS BEEN EXTENDED ENDS MIDNIGHT TONIGHT 40% OFF* EVERYTHING”. The asterisk did not link to any text.

d.  The fourth email, received on 28 February 2018, stated “Decorating Event with Up to 50% Off starts today”. Further text stated “DECORATING EVENT Starts Today” and “50% OFF* Wallpaper and Fabric, 40% OFF* Curtains, 30% OFF* Furniture, 30% OFF* Paint”. The asterisks did not link to any text.

A TV ad for www.21.co.uk, an online gambling site, seen on 25 June 2018, featured a man in a tuxedo sitting at a blackjack table. The ad played a heartbeat sound whilst the voice-over stated, “His heart is pounding. His body is still. He shuffles his chips as he thinks. Heart versus head. Emotion versus reason. He make…

A TV ad and a video-on-demand (VOD) ad for breast enlargement surgery at MYA Cosmetic Surgery:a. The TV ad, seen in May, June and July 2018, featured a voice-over which stated, “If you’ve been considering breast enlargements for a while, then visit mya.co.uk to book your free consultation”. The ad showed youn…

The website for Vype e-cigarettes www.govype.com, was seen on 2 January 2018.Throughout the website were claims relating to various e-cig products: “delivering rich vapour at the click of a button”; “The eLiquid inside our flavour Caps is made in the UK with quality ingredients, to give you a smooth, satisfying vape”; …

A radio ad for the taxi company Royal Cars, heard on radio station Jack FM Oxfordshire, on 1 December 2017. A child’s voice said, “I went to a party, mum, I went to a party, and remembered what you said, you told me not to drink, mum, so I had lemonade instead. I got into my car sure to get home in one piece I never kn…

A poster for Puressentiel, an aromatherapy and essential oils retailer, seen on 25 March 2018, on London Underground, featured an image of “REST & RELAX AIR SPRAY”. Text stated “Puressentiel REST &RELAX DREAMING OF GETTING A GOOD NIGHT’S SLEEP1? … 2 IMPROVES THE QUALITY AND DURATION OF SLEEP1”. Small text which…

A website, www.clearasil.co.uk, seen on 15 November 2017 featured text that stated “Clearasil Rapid Action Treatment Cream When fighting breakouts, faster is better. Clearasil Rapid Action Treatment Cream is clinically proven to visibly reduce spot size and redness in as fast as 4 hours …”.

A letter for Smart Pension Ltd, received on 28 November 2017, was headed “GET COMPLIANT IN MINUTES”. The letter was headed “Failing to set up your workplace pension now could soon blow a serious hole in company finances”. The body of the letter included two paragraphs of information about workplace pensions. Below that…

A pre-roll ad seen on YouTube in June 2018 for Spotify featured a number of scenes in quick succession and tense sound effects that imitated the style of a horror film. The ad opened with a shot of three characters having breakfast. One character said, “Can you play the wakeup playlist?” and they played a particular so…

An email for Trendsignal, a financial markets trading education provider, dated 15 May 2018 included large text at the top of the email which stated “£3,198 profit in the first 2 weeks – Learn how to make consistent profits from trading”. Beneath, text stated “With the right strategy, you can make a huge income from tr…

 

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Questions? You can reach us on info@LSCPROM.co.uk

Previous rulings: 10 October 2018