ASA Rulings published

Feb 26th '20

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 26 February 2020

Two TV ads for the Innovo device, seen in August, October and November 2018:

a.  The first ad featured a woman attending an exercise class. A voice-over stated, “Bladder weakness? You could say goodbye to it. Less looking out for loos, or scrambling for pads. Exercise? No sweat. Laugh in the face of sneezing. Cough without crossed legs. You can, you know. I’m ready for everything and out for drinks with the girls. Innovo’s multipath technology is non-invasive, comfortable and strengthens your pelvic floor.” An animation showed a garment that wrapped around the thighs. On-screen text stated, “Clinically proven. Non-invasive. Comfortable. Strengthens pelvic floor”. The voice-over stated, “Target the cause of bladder weakness, not just the symptoms. Restore your confidence at” On-screen text stated, “93% of users found a significant improvement after 4 weeks*”. Smaller superimposed text stated “*Based on 19 people using Innovo for 30 minutes five days a week”.

b.  The second ad showed two women talking and holding glasses of water. A voice-over stated, “I laughed so hard … I didn’t pee myself.” A woman was shown eating ice cream and holding shopping bags. A voice-over stated, “I might not have much self-control … but I have much more bladder control.” A woman was shown sitting in a swimming pool. A voice-over stated, “I’m breaking my pad habit … are you?” A woman was shown sitting on a sofa reading and using the device. A voice-over stated, “No one likes having leaks or wearing pads.” On screen, text stated, “Only 30 mins a day 5 days a week”. The voice-over stated, “Innovo shorts could change your life in just four weeks.” An animation showed a device in a pair of shorts. On screen, text stated, “Clinically proven. Non-invasive. Strengthens your pelvic floor. Easy to use”. The voice-over stated, “The clever technology in these shorts is non-invasive, strengthens your pelvic floor, and is super easy to use. Target the cause of bladder weakness, not just the symptoms.” On screen, text stated “93% of users found a significant improvement after just 4 weeks*”. Smaller text at the bottom of the screen stated, “Based on 19 people using Innovo gel pads only for 30 minutes five days a week”. The voice-over stated, “Enjoy life more. Take back control. Search Innovo.”

A national press ad for, a travel agent, seen on 3 August 2019, listed promotional prices for three “Full Board” cruises with Royal Caribbean, to various destinations and with a range of departure dates. Prices were shown as “from” prices.

Two ads for the Green People SPF sun cream, seen in July 2019:

a.  A direct mailing received on 11 July 2019 stated “THE TRUTH ABOUT SPF50+…SPF50 only filters 1% more UVB light than SPF30”.

b.  A blog post on, titled “DISCOVER THE TRUTH ABOUT SPF50 SUN CREAM”. Text stated “We are often told to reach for the highest SPF possible to protect ourselves and our children from the sun. But does an SPF50 really offer nearly double the protection of an SPF30? No! In fact an SPF30 lotion offers 97% protection against UVB rays, while SPF50 offers 98% protection – just 1% difference” and SPF50 only filters 1% more UVB light than SPF30”.

A website for The,, for beauty products, seen on 2 September 2019, included a banner at the top of the homepage with the text “First 250 customers save 20% everyone else saves 15% Click here to shop – Use Code: BIRTHDAY”.


Previous rulings: 19 February 2020

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