Advertising Standards Authority

The Advertising Standards Authority has banned an advertisement for the Ab Circle Pro V2 after complaints it misled consumers.

The extended infomercial shows flabby bellies morphing in chiselled stomachs in such a way that the ASA believed “portrayed unrealistic outcomes”.

While the ads featured a disclaimer saying “results not typical”, the ASA believed it to be too small and set against “busy backgrounds which made it hard for the viewer to read”.

“The likely consumer take-out of the advertisement was that by using the Ab Circle Pro alone the consumer could achieve the results illustrated by the toned models, real people and simulated images of the models,” the ASA said.

ASA chief executive Hilary Souter said the ads would be banned until improvements had been made and were approved by the Commercial Advertising Bureau.

Source: Stuff

A viewer has failed to get an ad pulled from TV after they lost their appetite due to its content.

The complainant, J Lester, went to the Advertising Standards Authority after they were put off their meal thanks to an ad that showed nits crawling on a boy’s head.

The ASA rejected the complaint, saying they found no grounds for the complaint to proceed.

The complainant argued that the ad was revolting and nobody wanted to see “crawly things” when they were eating.

The ad was for Para Plus Aerosol, a company that produces anti-head lice medication.

Source: Herald

The Advertising Standards Authority has upheld a complaint against a television ad which shows a baby lying face down, a position which was argued raises the chance of cot death.

The Puraz Health ad for its collagen capsules which screened on TV One last October was deemed to have breached the ASA’s code of ethics because it showed a situation that encourages a disregard for safety.

The complaint came from Change for our Children, an organisation that raises awareness of sudden infant death.

Director Stephanie Cowan said: “All babies need to be on the back, with a clear face and open airway, and smokefree when they sleep. Every time and in every place they sleep. Imagery that aligns with these principles supports parents to act with safety for their babies.”

Puraz Health argued that the baby lying on its front in the ad was shown to be resting not sleeping; an image they claim is seen widely in advertising.

Source: Herald