Tag Archives: CAP

ASA Stubs Out Another e-Cigarette Ad

The ASA upheld a decision today concerning a campaign for e-cigarettes brand “Leolites” featuring the slogan: “E-CIGARETTES HAVE EVOLVED. LEOLITES.COM. LOVE YOUR LUNGS.” The ASA considered that this slogan would likely be viewed by consumers to be a positive health claim, and judged it to be misleading. The brand owner contested this, and held that … Continue Reading

Fuel For Thought – CAP To Clean Up E-Car Ads

Following an upsurge in the number of electric and hybrid vehicles, an increasing competitiveness in the market, and a corresponding increase in the number of complaints regarding the marketing of such vehicles, CAP has released a message of advice for advertisers of electric and hybrid vehicles. The ASA reported that complaints received related to “the claimed … Continue Reading

CAP Sizes Up January Detox Advertising

After many of us would admit to consuming one too many mince pies over the Christmas break, the inevitable flurry of diet and weight-loss products has started to invade the advertising space and remind us that summer is not too far away. Each year (and in particular the first few months of each year) the … Continue Reading

Online Behavioural Advertising Targeted By The Regulator

The Advertising Standard Authority’s remit will shortly cover Online Behavioural Advertising (OBA). The Committee of Advertising Practice (CAP) has extended the CAP Code to cover this increasingly developed form of targeted advertising with a new series of Rules. OBA involves the collaboration of advertising networks and third parties to deliver customised advertising based upon deep analysis of a user’s … Continue Reading

Is The Beauty Industry Set For A Makeover?

Last year, Rimmel London was criticised for its “1-2-3 Looks Mascara” television and magazine ads when the Advertising Standards Authority deemed in its adjudication that the use of lash inserts on model Georgia Jagger exaggerated the effect achievable from the use of the product alone and the disclaimer “Shot with last inserts” was insufficiently clear … Continue Reading

Is the ASA Getting in Your Personal Space?

The wait is finally over… Hot on the heels of yesterday’s launch of product placement onto UK television, today marks another dawn of a new age in UK advertising. As of today, Tuesday 1st March 2011, the regulatory remit of the ASA is extended to cover online non-paid for space and pages under the control … Continue Reading

Super Bowl XLV: The Stakes Were High On and Off the Field

115 million viewers. $3 million for 30 seconds of airtime. $210 million total advertising spend. Forget the Green Bay Packers and the Pittsburgh Steelers slugging it out for the Vince Lombardi trophy, the real game was being played in the Super Bowl’s commercial breaks. Super Bowl XLV, like its predecessors, produced some very well received … Continue Reading

Virgin in Champagne Bath Scandal

A Virgin Holidays poster advertising their “Travel Guru Services” was recently found by the ASA to be in breach of the CAP Code in relation to alcohol used in advertising. The ad depicts four rockstars in a jacuzzi full of champagne, with various bottles and glasses surrounding them and a female Virgin Holidays employee pouring … Continue Reading

Luxury Brand Protection? Stella McCartney v. the Sanitary Towel

 Advertisers have been given the green light to continue to use the name of products they give away as prizes in promotions, without needing the permission of the brand/product owner, following a recent controversial adjudication by the ASA. The ASA disagreed and found in favour of Bodyform in all respects. Clauses 7.1 (Truthfulness),14.7 (Testimonials and … Continue Reading

Saucy Ice Cream Ads Once Again Frozen by the ASA

In the same week that the Pope visited the UK, the ASA banned an ad it deemed could be offensive to some Roman Catholics.  The ad, for Antonio Federici ice-cream, which ran in Grazia and The Lady magazines  earlier this year, featured an obviously pregnant nun eating Antonio Federici ice-cream alongside the words “Immaculately conceived”. The strap … Continue Reading

Asda loses a battle in the “Supermarket Wars”

A double page comparative ad which Asda ran in January 2010 was found to be ambiguous and misleading by the ASA in a recent adjudication since it breached clauses 7.1 and 7.2 (Truthfulness), 18.1 and 18.3 (Comparisons with identified competitors and or their products) and 19.1 (Other Comparisons) of the CAP Code. The ad featured the statement that Asda … Continue Reading

Regulation Spreads to Advertisements on Corporate Websites and Social Networking Sites

The Advertising Standards Authority, ASA, announced on the 1st September 2010 an extension of its regulatory remit, from March 2011, which will give the Regulator jurisdiction over all marketing communications on the Internet including those on corporate websites and social media networks such as Twitter and Facebook, as well as over advergames and user generated content. … Continue Reading
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