Daniel
17/02/16
Denplan Ltd
Financial
Number of
complaints: 11
A TV a being a dental health insurance
provider.
Issue:
Misleading because cosmetic dentistry is not covered by Denplan.
Rulings:
Upheld
ASA noticed
that the absence of explanation in the ad the viewers were likely to interpret
that poor teeth can be covered through Deplan including cosmetic interventions
but that was not the case
Therefore the advert can be misleading.
I believe
that ASA as done the right thing by upholding the ad because it provides the
viewers with unreliable information. The adverts main purpose is to get the
message across that if want to love you teeth use denplan, which will avoid the
problems of the character in the ad ( Bad teeth ). Denplan covers regular
check-ups, polishing scaling but some treatment may require cosmetic
intervention which it did not cover.
Designer Sofas 4u Ltd
Number of
complaints: 1
Issue: The
sale end date was misleading and the RRP was misleading.
Assessment:
The valid until date had been extended quite a few times, giving the impression
that the sale price was going to end but wasn’t the case, concluded that the ad
was misleading.
Ruling:
Upheld
The ad
breached CAP code rules 3.1 (misleading advertising).
I agree with
the evaluation because the advert showed sale prices but the RRP wasn’t
actually at that value and that the sale date from and end was continually
extended therefore it is a ‘fake’ sale.
Iceland Foods Ltd
Iceland Foods Ltd
Media:
Ad
Showed a
Iceland product named “FAT bastard” branded wine.
Issue: May
cause serious or widespread offense
Ad was
inappropriately targeted because it might be seen by young children
Ruling:
Upheld/ Not upheld
ASA claimed
that the word FAT bastard wouldn’t cause ‘serious’ widespread offense therefore
deemed acceptable as it did not breach the code.
However the
ad may have been inappropriate for children.
Worlds Slimmest Phone
Number of
complaints: 1
Avert
showing a woman barely dressed ironing clothes and when the phone rings she
pulls it out and a voice saying " The worlds slimmist phone”
Excessive
show of skin makes the advert sexual.
The advert
is sexist as it portrays an idea that woman have to be slim comparing a woman
to a slim phone.
Rulings:
Upheld
ASA ruled
that the advert is simply wrong.
Paddy Power Ltd
Number of complaints 5000+
Ad: Text “
ITS OSCAR TIME”, MONEY BACK IF HE WALKS, WE WILL REFUND ALL LOSING BETS ON THE
OSCAR PISTORIOUS TRIAL IF HE IS NOT FOUND GUILTY.
Discrimination
of the disabled and betting on trials of murder.
Issues:
Insensitive, trivialising issues surrounding murder trial, death of woman and
disability. Cause widespread offense.
ASA
challenged if the ad bought adverting to disrepute.
Rulings: Upheld
In my opinion I think the ad is wrong because it is to cause
offense in many ways.
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