We’ve launched part two of our eLearning module on misleading advertising. Using real life Advertising Standards Authority (ASA) rulings to illustrate how the rules apply and to help guide marketers; it is designed to help anyone involved in commissioning, producing or overseeing marketing communications create campaigns that stick to the rules and deal fairly with consumers.

Our advice and training resources, of which this eLearning module forms a part, represent our ongoing commitment to helping marketers produce ads that are responsible and trusted; advertising works better when it’s trusted – something which is good for consumers and, in turn, good for business. It also helps create a level-playing field amongst competitors.

As an overview, this module focuses on the following aspects of misleading advertising:

Substantiation

We take an in-depth look at the level and nature of proof that marketers should have to back up their claims.

Marketers must hold documentary evidence to prove objective claims. If the ASA investigates such claims they will ask advertisers to provide evidence and may regard claims as misleading in the absence of adequate proof.

Qualification

Qualifying claims can expand on headline claims in marketing communications, and can be a useful way of providing consumers with more information. But they should not undermine the overriding message by contradicting the headline claim.

Endorsements & testimonials

There is nothing wrong with marketers using testimonials from customers or being endorsed by third parties. It helps to paint their product or service in a positive light. The knowledge that a company has been endorsed by an official body or is signed up to a code of conduct can give consumers confidence in the company or its products. It’s crucial, however, that marketers ensure they hold evidence to prove a testimonial is genuine, have sought permission before featuring it and don’t display a trust or quality mark without authorisation.

Relevant to any marketer who wants to know the ins and outs of how to avoid making misleading claims the module is likely to be particularly useful for the health and beauty sector.

Our third module on misleading advertising will focus on ‘exaggeration, prohibited claims, pricing and guarantees and after-sales service’ and will be launched later in 2016.

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