ASA: 'Teaching ad misled over pay rates'

LONDON - The advertising watchdog today banned an ad for the Training and Development Agency for Schools, aimed at attracting new teachers to the profession.

Teaching ad...misled over pay scales
Teaching ad...misled over pay scales

The ad, by DDB London, featured a young teacher bantering with a pupil, while the voice-over said: "You could earn 34 grand a year. The banter's not bad either."

The Advertising Standards Agency ruled that the ad could mislead viewers into believing that the starting salary for a teacher was £34,000.

It said that only around a third of teachers could be earning that amount by their late 20s.

TDA acknowledged that the teacher featured in the ad had a youthful appearance. It maintained, however, that it had not intended to imply that he was earning £34,000.