Newspaper promotions have again come under fire in the latest monthly
report from the Advertising Standards Authority.
News Group Newspapers has been criticised for a headline in the Sun that
offered a ‘free go’ in the National Lottery and read: ‘Play syndicates
for pounds 30 million tonight.’ The wording was deemed to be misleading
because it suggested that one person could win the full amount. The ASA
agreed that readers would not necessarily have understood that, in
buying the paper, they had joined a syndicate and would therefore have
to share their winnings with other syndicate members.
The Sun’s claimed pounds 30 million jackpot was also deemed to have been
an exaggeration - in the week in question it was actually pounds 23.8
million. The ASA warned the paper to take greater care in the future.
The ASA also upheld a complaint against the Sunday Express for failing
to print its full address alongside a portable jigsaw puzzle promotion.
Alcoholic lemonade ads again caused controversy. A Hooper’s Hooch
campaign by KLP Scotland broke four ASA codes, and it was thought that
the lemon character depicted in the posters was likely to encourage
under-18s to drink alcohol.
The ASA also decided that Virgin Atlantic Airways’ claim of superior leg
room did not take into account the improvements made by other major
airlines in the past year.
In addition, Weight Watchers ads falsely claimed that it was the only
slimming club offering free registration, and were deemed to have
encouraged unsafe weight loss.