ASA And CAP Act Against Deceitful Direct Mail
The ASA and the CAP are taking action to prevent a US based company from sending out promotional mail for a slimming product that is causing UK consumers “fear, distress and anger.”
ASA and the CAP have received over 150 complaints against a mailing sent by the Health Laboratories of North America, which contains a hand-written message telling the recipient to use a slimming product called “Berry Trim.” The mailing arrives in a hand-typed envelope and contains a newspaper article that states: “Teacher loses 70lbs. in only 8 weeks without being hungry. No calorie counting. No hunger. This is how over 1 million people have safely lost over 10 million pounds. Its guaranteed to work for you too.”
The ASA’s director of advertising practice, Guy Parker, said: “The rules about non-broadcast advertising in the UK clearly state that ads should be designed and presented in such a way that its is clear that they are advertisements. These mailings constitute the most flagrant and deceitful breach of the rules we have ever seen.”
The ASA upheld complaints against the mailings last month and with the backing of the CAP is trying to get them withdrawn. The compliance team, which works to ensure that the contents of ads are in line with the British codes of advertising, is referring the case to the Office of Fair Trading and has issued an “ad alert” to media owners in the UK warning them not to distribute the mailing without taking prior advice.
Parker added: “The best way to stop the impact of this mailing is for people who receive it to ignore it. We’re focussing all our efforts to stop it at the source, but in the meantime if you receive it bin it.”
A large proportion of the complaints received by the ASA relate to direct mail and the authority is currently investigating a similar mailing sent by the Health Laboratories of North America promoting a product that claims to provide pain relief.
ASA: 020 7580 5555 www.asa.org.uk Committee of Advertising Practice: 020 7828 4224 www.cap.org.uk
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