Context
As part of its weekly publication of its Rulings in relation to complaints or issues, the ASA has published details of a Ruling in relation to misleading advertising. This Ruling demonstrates that the overall impressions created by the combination of imagery and words, and how those work together, must be considered, rather than merely considering the compliance of individual elements of the advert.
Key points to note and next actions
- Although there was an on-screen disclaimer in the TV advert concerned, stating clearly what was not included in the cremation-only funeral plan concerned, the ASA upheld complaints that the advert was misleading.
- Statements made in the advert could be interpreted as meaning that an ‘attended’ or ‘in-person’ funeral service was provided.
- The combined effect of where the character in the advert was, the potential image that portrayed, and the content of the scripting, were deemed collectively to create an impression of something that was not available under a standard plan, only at extra cost.
- We recommend that firms review this Ruling and understand the ASA’s views (which are very much in line with the FCA’s).