Context
As part of its latest CAP Codes insights round-up e-mail, the ASA is reminding firms that imagery in advertising shouldn’t create a misleading impression, and that it must present an accurate representation of what is being offered. Many adverts and promotions use photos and images, often to highlight a particular product or service being offered. The ASA is offering some advice and guidance to ensure your adverts and promotions comply with advertising and promotions rules.
Key points to note
- In addition to presenting any qualifications and evidence clearly, as their omission could mislead, it is important to remember that qualifications may not override any misleading impression created by photos.
- An advertisement featuring a photo of a seasonal bouquet of flowers was deemed likely to mislead, despite it stating that flowers could vary due to seasonality.
- Similarly, an advertisement featuring photos of a hotel’s rooms, grounds and facilities, which implied guests would stay in a particular part of the hotel, was deemed likely to mislead without prominent information about the location of the rooms.
- It’s not just the actual photographs or pictures that matter, it’s also how they are produced – so ensuring that traditional or contemporary production techniques do not mislead consumers. The ASA ruled that an Instagram filter used to promote tanning drops gave the appearance of a darker skin tone and a smoother complexion, leading to the ad misleadingly exaggerating the capabilities of the product.
Next actions
None – for information and awareness.