ASA Rules On Motoring Mags

New motorcycling magazine Two Wheels Only barely got out of the starting blocks before being slammed by the ASA for its launch advertising campaign. Emap Automotive Ltd made an official objection to national press and magazine advertising which stated that the title was the “New No.1 in motorcycling”, pointing out that, being a new magazine, Two Wheels Only did not have the circulation or readership figures to back its claims.

Publisher Two Media Limited defended itself by saying that it did not claim to be the best selling motorcycle magazine, and that its superior content counted for more with readers and that the advert urged readers to make the magazine their “first choice”. The Authority noted this, along with the claim that one of their issues had the greatest circulation of an UK motorcycling magazine that month, but said the claim was ambiguous without qualification and could mislead readers. The advertiser was asked to change the claim to reflect its intended meaning.

There was a more favourable response on four wheels, following complaints about Cabal Communication’s Front magazine being given away free with SPL Publishing’s Fast Car. A complainant said that the lads mag was an unsuitable free gift because it contained a humorous feature on guns and articles that referred to and condoned drug use.

In their defence, the promoters and publishers pointed out that both magazines were targeted at 18-24 year old men, used humorous and irreverent content and often featured near-naked women. The promotion had been used twice before, they said, and been successful because of these similarities. The Authority agreed that “the tone of the editorial and the target audience of both magazines” were similar and concluded that Front was suitable as a free gift.

ASA: 020 7580 5555 www.asa.org.uk

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