ASA Uses Full Force Against Marketing Agency
The ASA is using the full extent of its power and is referring marketing consultancy, The J Partnership, to the Office Of Fair Trading (OFT) for its part in a misleading direct mail campaign.
This is the first time that the ASA has referred a marketing agency to the OFT, and is a re-iteration of the fact that marketing agencies also have responsibility to adhere to the ASA’s codes of practice.
Commenting on the decision, Christopher Graham, director general of the ASA, said: “Like advertisers, all marketing agencies have a responsibility to comply with the British codes of advertising and sales promotion so that consumers are not misled. If, as with the J Partnership, it is clear that an agency or marketing consultancy is failing in that responsibility, then the ASA will take action.”
Back in December 2001 The J Partnership provided data processing services to a mail order confectionery company trading under the name of Sweet & Tasty. Following a series of public complaints over misleading Sweet & Tasty prize draw mailings, the ASA received a signed assurance from The J Partnership that future mailings would be checked with the Copy Advice team before distribution.
However, earlier this month it came to the ASA’s attention that UK consumers were still receiving Sweet & Tasty mailings that had not been checked with the Copy Advice team and that included the J Partnership’s PO Box response address.
As a result the ASA’s director general, Christopher Graham, has notified the OFT of the problems, which could result in action against The J Partnership and the company behind Sweet & Tasty, via the International Marketing Supervision Network.
Earlier this week the ASA slammed the UK Life League for a direct mailing that featured “shocking” and “horrible” images of aborted babies (see ASA Slams UK Life League For Anti-Abortion Mailings).
ASA: 020 7580 5555 www.asa.org.uk
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