Each year, brands stumble into controversy over their ad campaigns, whether through unsubstantiated claims, inadvertent support for harmful stereotypes, or marketing age-restricted products inappropriately. In the UK, the Financial Conduct Authority (FCA) ensures financial adverts are fair and not misleading, while the Advertising Standards Authority (ASA) upholds the UK’s Advertising Codes across all media. Here, we delve into five of 2024’s most high-profile banned adverts, exploring the reasons behind their removal.
1. LeoVegas’ BetUK Advert
Banned for Inappropriate Promotion of Gambling to Minors
LeoVegas landed in hot water with a radio advert for BetUK, featuring retired footballer Adebayo Akinfenwa. A complaint argued that Akinfenwa’s significant appeal to under-18s made the promotion inappropriate. Despite BetUK’s defence, pointing to Akinfenwa’s lower league career, the ASA highlighted his large following among teenagers, amplified by his status as a FIFA video game icon and documentary star. Consequently, the advert was deemed unsuitable and pulled from the airwaves.
2. Mous’ Phone Case Advert
Banned for Exaggerating Product Performance
Mous, known for its sturdy phone cases, faced backlash over a TV advert showing 50 people dropping their phones, all surviving unscathed. A complaint from a dissatisfied customer led to an ASA investigation, which found the advert misleading. The depicted drop heights exceeded those in Mous’ actual tests, and the full range of phone features wasn’t considered in these tests. Despite Mous’ claims of rigorous testing, the ad was banned for exaggerating the product’s capabilities.
3. John Mills Ltd.’s Hurricane Spin Scrubber Advert
Banned for Perpetuating Harmful Gender Stereotypes
JML’s Hurricane Spin Scrubber advert was taken off air for perpetuating gender stereotypes. The advert featured only women using the cleaning tool, with a male host not participating in the cleaning. The ASA ruled this reinforced the stereotype that cleaning is solely a woman’s job, breaching guidelines against gender-specific roles in advertising. The decision underscores the need for more balanced portrayals in marketing.
4. Nationwide’s Branch Promise Advert
Banned for Misleading Claims
In one of the most notable bans of the year, Nationwide’s campaign starring Dominic West claimed, “Unlike the big banks, we’re not closing our branches.” This sparked 228 complaints from customers who had seen their local branches shut down. The ASA found the advert misleading, as it suggested a long-term commitment to keeping branches open, despite closures in recent years. Nationwide’s ad was removed for giving a false impression of its branch closure policies.
5. Greater London Authority’s ULEZ Advert
Banned for Unsubstantiated Health Claims
A radio advert promoting the expansion of London’s Ultra Low Emissions Zone (ULEZ) claimed that “one of the most polluted places in London is inside your car.” The ASA reviewed evidence provided by the Greater London Authority (GLA) but found it insufficient to support the claim. Although data showed higher pollution exposure inside cars, it did not prove car interiors were among the most polluted areas in London. Thus, the advert was banned for making unsubstantiated health claims.
These bans highlight the critical role of regulatory bodies in maintaining integrity and trust in advertising. The ASA’s vigilant oversight ensures that adverts do not mislead or harm the public, upholding standards that protect consumers and promote fair competition. As brands navigate the complex landscape of advertising, these cases serve as a cautionary tale of the importance of accuracy and responsibility in their campaigns.
This reserach is thanks to Anglo Scottish