A poster ad which read “61% of children aged 12 have had sex” has caused the Advertising Standards Authority (ASA) to issue warnings about the use of ‘teaser’ advertisements.
The advertisement in question, inviting people to a debate on social issues, went on to state that the statistic was a hypothetical fact of the future. Techniques like these are increasingly used by advertisers in order to get the viewer’s attention, says the ASA.
“The problems of misleading teaser campaigns can be compounded when the initial message is not identifiable as advertising material,” says the report. The ASA warns that advertisers should take care to consider the effect of the individual elements of a teaser campaign if they are seen in isolation. A Copy Advice team at the ASA can offer guidance on any grey areas.
Advertising Standards Authority: 0171 580 5555
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