ASA Sights Misleading Blueyonder Ad
Posted: 25th Feb, 2004 By: MarkJ
Telewest's ISP wing, blueyonder, has been slapped by the Advertising Standards Authority (ASA) today for making one of its broadband adverts look too much like a school report:
The Authority considered that recipients might not recognise the direct marketing correspondence codes as such. It also considered that although the window envelope, the Newcastle return address and the generic postmark could suggest that the envelope contained a business mailing, they did not sufficiently contradict the initial misleading impression that the envelope contained a genuine school report.
The Authority concluded that the envelope was misleading, especially to recipients whose children had recently changed schools and were unaware of the format and timing of school reports. It asked the advertisers to adopt a different approach in future mailings.
Two other similar complaints against the same advert were dropped (not upheld).
The Authority considered that recipients might not recognise the direct marketing correspondence codes as such. It also considered that although the window envelope, the Newcastle return address and the generic postmark could suggest that the envelope contained a business mailing, they did not sufficiently contradict the initial misleading impression that the envelope contained a genuine school report.
The Authority concluded that the envelope was misleading, especially to recipients whose children had recently changed schools and were unaware of the format and timing of school reports. It asked the advertisers to adopt a different approach in future mailings.
Two other similar complaints against the same advert were dropped (not upheld).
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