The Committees of Advertising Practice (CAP) has launched part two of its eLearning module on misleading advertising.  The guidance aims to help anyone involved in marketing communications create compliant campaigns that deal fairly with consumers.  It also uses real life Advertising Standards Authority (ASA) rulings to illustrate how the rules apply and to help guide marketers.

In summary the module:

  • Takes an in-depth look at the level and nature of proof that marketers should have to back up their claims.
  • Explains that any qualifying claims should not undermine the overriding message by contradicting the headline claim.
  • Recommends the use of endorsements and testimonials in marketing material.  However, CAP reminds marketers to: 1) ensure they hold evidence to prove a testimonial is genuine; 2) seek permission before featuring it; and 3) not display a trust or quality mark without authorisation.