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Upheld ruling on social media advert.
On 20 December 2023, the Advertising Standards Authority (ASA) upheld a ruling against advertising on social media that was challenged as to whether the messaging was socially responsible.
The CAP Code requires marketing communications be prepared with a sense of responsibility to consumers and to society.
The appearance of the advert including the key messaging and imagery was perceived to target and appeal to a younger audience. The advertiser provided evidence that the advert was targeted at an appropriate age group and that they have internal guidelines to specify their adverts do not market to children. However, ASA considered that this was insufficient to avoid appealing to a younger audience. ASA considered the advert would have an effect on the audiences’ insecurities about their appearance and therefore concluded it was irresponsible.
ASA has guidance on social responsibility focussing on body image that can be accessed here.
Watch the CTPA webinar Social Media and Influencer Marketing for the Cosmetics Industry for further information.