ASA Monthly Report

The Advertising Standard Authority’s December report has been released today.

The report draws attention to the problem of copy-cat ads. The British Codes of Advertising and Sales Promotion state that no advert should so closely resemble any other that it misleads or causes confusion. The report recognises that it is hard to know the difference between a mild or unwitting resemblance and blatant imitation. Free and confidential advice on copy-cating is available from the Committee of Advertising Practice’s advice team.

788 complaints were received during this period. A case that was upheld against New World Satellites holds particular interest. The company had placed an advertisement in a magazine that claimed: “Order your Sky viewing card now and receive ten months free Sky Sports.” The complainant who had subscribed to a £11.99 monthly package, was later advised that to qualify for the offer he would have to subscribe to the £24.99 package. The Authority found the advertisement to be misleading.

Another upheld case, an advertisement in Church Quarterly Magazine was found to be taking things too far. The advertisement was headlined: “Oecumuse: We love doing nice things to Hymns” It offered a New Climax Series of Organ Albums. This included books with titles like; What a swell Organ You Have, Hard Organ and Big Organ. The publishers said that advertisements were checked, but they had not examined text for indecency or innuendo because the magazine dealt with religious and musical topics.

ASA: 0171 580 5555

Committee of Advertising Practice: 0171 580 4100