Context
CAP has published a webpage about how the ASA will assess whether an ad is likely to mislead.
Key points to note
The ASA will consider the entire ad, and the overall impression given in the ad, as well as any direct claims made. This includes the imagery used and the impression that imagery gives. Images which give an inaccurate impression about the product consumers will receive, for example, by featuring the wrong product, including extras, or by exaggerating the quality or size of the product, are likely to mislead.
Firms should be considering the following:
- do not be misleading about the items customers will actually receive.
- do not exaggerate a product’s efficacy.
Next actions
None – for information and awareness.