As the season of love approaches, so does the opportunity for the advertising industry's Casanovas to dazzle consumers with love-themed products and services. For those who want their advertising to be more “Cupid” than “idiot,” here are his three gift-wrapped tips on how to avoid breaking the rules.
promotional baggage
Few things kill passion for a brand more than a disappointing promotion. Therefore, be sure to include all important terms and conditions, avoid amending deadlines except in exceptional circumstances, and ensure that all stages are properly managed.
In 2021, the ASA ruled against an advertiser who ran a Valentine's Day giveaway on social media, saying the company had insufficient means to track everyone who took part in the contest. My heart hurts.
Dangerous but not dangerous
Ads that hint at a “spicy” ending to a romantic experience are acceptable, especially if related to a product, but to avoid potential failures, be sure to target responsibly and Please make sure it does not contain any content. Causing a serious or widespread crime.
The ASA Council has ruled that advertising for clothing brands and fitness companies are both in violation of the rules in that they are sexually suggestive, even if the content is not explicit, and are therefore considered non-targeted media. It was determined that the article should not have been published.
As the number of beautiful women increases, alcohol consumption decreases.
While it is always wise to take a sober approach to depicting alcohol in advertising, it is especially important to note that advertising cannot link alcohol to seduction, sexual activity, or sexual success. Nor is it meant to suggest that alcohol can increase attractiveness.
A winemaker posted a paid ad on social media featuring a topless woman holding a wine glass. The ASA Council was not entirely on board with this concept.
If you're excited about free, bespoke advice on non-broadcast advertising, get in touch with the angels in the Copy Advice team.
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