Privacy and popular culture - ASA

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This is great for increasing awareness of a brand, but not so good if the ad attracts a lot of complaints and is subject to an ASA ruling. </p> <p>There are sector restrictions to take in to account when using celebrities in ads and advertisers need to be aware celebrities cannot endorse medicines, appear in ads for less healthy foods targeted at young children, or appear in gambling and alcohol ads if they are, or look, under 25. Furthermore, health claims that refer to the recommendation of a celebrity or celebrity health professional, such as in ads for foods and food supplements, are prohibited. </p> <p>Advertisers commonly use celebrities to endorse their product but for this to be allowed under the advertising rules, the advertisers must hold evidence that any endorsement or testimonial is true. Claims such as “Already a favourite with celebs such a X and Y” would require adequate proof. </p> <p>That said, if a celebrity spontaneously endorses a product on social media for example, that would be allowed under the advertising rules as we don’t regulate genuine user-generated content. However, if a celebrity is being paid by a brand to post about their product and the brand has editorial control over what is said in the post, this communication needs to be clearly labelled as an ad to prevent it from breaking the rules. </p> <p>In general, when preparing ads in which celebrities feature, advertisers should always take care to be responsible. They shouldn’t use celebrities who appeal to children and youth culture in ads for age-restricted products and they should be mindful of using celebrities who have been through a public controversy such as those with a history of drug abuse, or with a criminal record. Advertisers should especially take care in incidences when the controversy is related to the product being advertised. For example, using a celebrity who has had financial problems, bankruptcy or a gambling addiction, to advertise a pay day loan company would not be allowed. </p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "4DF9FA97-F0A0-4B57-A8E73F8D695F073E" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Politics_and_public_services.html" >Politics and public services</a> </li> <li class="horizontal-listing-item 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href="https://www.asa.org.uk/news/don-t-cross-a-line-that-could-damage-your-campaign.html">Don’t cross a line that could damage your campaign</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">21 November 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/making-sure-the-kids-are-alright.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/making-sure-the-kids-are-alright.html">(Making Sure) The Kids are Alright </a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">07 November 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/get-yourself-affiliated-with-the-rules-on-affiliate-marketing.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/get-yourself-affiliated-with-the-rules-on-affiliate-marketing.html">Get yourself affiliated with the rules on affiliate marketing</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">10 October 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/frighteningly-good-ad-compliance-a-halloween-how-to.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/frighteningly-good-ad-compliance-a-halloween-how-to.html">Frighteningly Good Ad Compliance: A Halloween How-To</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">19 September 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/top-tips-on-how-to-avoid-an-ad-compliance-nightmare-before-christmas.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/top-tips-on-how-to-avoid-an-ad-compliance-nightmare-before-christmas.html">Top tips on how to avoid an ad compliance ‘Nightmare before Christmas’ </a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">19 September 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html">Take your social responsibilities seriously!</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">22 August 2024</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=4DF9FA97-F0A0-4B57-A8E73F8D695F073E" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/viagogo-ag-a23-1205905-viagogo-ag.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/viagogo-ag-a23-1205905-viagogo-ag.html" target="_blank">Viagogo AG</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Internet (website content)</span> </li> <li class="meta-listing-item"> <span class="caption">10 January 2024</span> </li> </ul> <p>Two advertorials misleadingly omitted material information about the validity of tickets bought through viagogo. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=4DF9FA97-F0A0-4B57-A8E73F8D695F073E" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/influencers-guide.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/influencers-guide.html">Influencers' guide to making clear that ads are ads</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Advertising Guidance</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/recognising-ads-social-media.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/recognising-ads-social-media.html">Recognising ads: Social media and influencer marketing</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/regulatory-statement-on-harm-and-protected-characteristics.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/regulatory-statement-on-harm-and-protected-characteristics.html">Regulatory statement on harm and protected characteristics</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Research / Report / Survey</span> </li> <li class="meta-listing-item"> <span class="caption">Consultations</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=4DF9FA97-F0A0-4B57-A8E73F8D695F073E" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/06.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/06.html">06 Privacy</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/06.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/06.html">06 Privacy</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/03.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/03.html">03 Misleading advertising</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/26.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/26.html">26 Services offering individual advice on consumer or personal problems</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/29.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/29.html">29 Private investigation agencies</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a 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