| Link(s): News – ASA | CAP |
Context
The ASA regularly publishes ‘Insights’ pieces on its News pages. Two of those recent insights may be relevant to the publication of financial promotions. One talks about the use of photographs in promotions, marketing and advertising; the other talks about objective and subjective claims made in advertising and the need for evidence to support claims made.
Key points to note
In relation to the use of photographs, the ASA summary of the article was:
- “Photos are a great way for advertisers to highlight their products and services. Did you know that any imagery shouldn’t create a misleading impression and must be an accurate representation of what is being offered? On World Photography Day, here are some helpful tips to ensure your ads comply with the Ad Rules”
- It is important that advertisers not only remember to present any qualifications clearly, as their omission could mislead, but also to remember that qualifications may not override any misleading impression created by photos.
In relation to objective and subjective claims the ASA summary of the article was:
- “Did you know that objective “best” claims need to be substantiated even when they’re in testimonials, and that claims likely to be seen as puffery don’t need substantiation? Find out more about this in our guide on objective and subjective claims”
- “Every marketer wants to promote what they’re selling in the best possible light. But whether you’re claiming your carpet cleaner is chemical-free, or that you’re the highest-rated hairdresser in Huddersfield, it’s important your claims are grounded in reality, and if necessary, supported by suitable evidence.”
Next actions
None – for information and awareness.