Nearly every business relies on their marketing and andvertising activities to drive growth. Yet, with regulatory change spreading across all sectors, tech innovations regularly inventing new ones and the Competition and Markets Authority (CMA) and ASA becoming increasingly proactive, staying within the lines of the Ad Codes and regulatory obligations becomes increasingly challenging.
Whilst the principles behind the rules are often straightforward, the devil is in the interpretation and knowing how the ASA will view a claim or perceive content is an intrinsic part of brand protection.
So as the ESG agenda continues to rise and ASA activity on green claims increases, keeping up to date is more vital than ever. Recent cases also show that environmental claims can be investigated in the context of companies' general activities not just the ad itself.
Additionally, influencers and celebrity endorsesments keep up a steady stream of rulings on a theme of transparency.
Classic conundrums (such as making engaging health claims about food, whilst remaining compliant) aren't going away. Each week brings fresh rulings covering everything from evidence based claims, to appropriate targeting, to advertising restricted products and staying socially responsible.
Whilst the principles behind the rules are often straightforward, the devil is in the interpretation and knowing how the ASA will view a claim or perceive content is an intrinsic part of brand protection.
So as the ESG agenda continues to rise and ASA activity on green claims increases, keeping up to date is more vital than ever. Recent cases also show that environmental claims can be investigated in the context of companies' general activities not just the ad itself.
Additionally, influencers and celebrity endorsesments keep up a steady stream of rulings on a theme of transparency.
Classic conundrums (such as making engaging health claims about food, whilst remaining compliant) aren't going away. Each week brings fresh rulings covering everything from evidence based claims, to appropriate targeting, to advertising restricted products and staying socially responsible.
