CAP AND ASA PUBLISH ADVICE ON USE OF MISLEADING IMAGERY

September 27th, 2023.

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The Committee of Advertising Practice (CAP) along with the Advertising Standards Agency (ASA) have recently published useful advice regarding avoiding misleading imagery in adverts.

The advice explains that marketing communications must not materially mislead or be likely to do so.

When assessing whether an ad is likely to mislead, the ASA will consider the entire ad, and the overall impression given in the ad. As well as any direct claims made, this includes the imagery used and the impression that imagery gives.

Images which give an inaccurate impression about the product consumers will receive, for example, by featuring the wrong product, including extras, or by exaggerating the quality or size of the product, are likely to mislead.

Using a picture which suggests that the product comes with certain elements, such as showing a plate of food with stew, potatoes and rice, is likely to mislead if the customer will only receive the stew, unless the ad makes it explicitly clear that the potato and rice are charged separately.

Read the advice in full here

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