| Link(s): | Six top tips to avoid misleading advertising – ASA | CAP To include or not to include? – VAT in stated prices – ASA | CAP A quick guide to comparative advertising – ASA | CAP |
Context
The ASA’s most recent insights publication highlights three issues of general relevance to any business that carries out advertising or marketing.
Key points to note and next actions
Six top tips to avoid misleading advertising;
- Don’t omit key information
- Make sure your pricing is clear
- Don’t exaggerate the capability or performance of a product
- Ensure any qualifications are clear
- Have the evidence to back up your claims
- Be careful of claims in product names
To include or not to include? – VAT in stated prices:
- The CAP Code requires that prices in ads include non-optional taxes, duties, fees and charges that apply to all or most buyers. This applies to all advertising and marketing materials, including websites and social media profiles.
- Include a statement of the amount or rate of VAT payable when quoting VAT-exclusive prices
There is also ‘A quick guide to comparative advertising’ which provides four key things to think about before running a comparative ad.