The Week: Advertising news - New 'celeb' ad guidelines

The Committee of Advertising Practice and the Broadcast Committee of Advertising Practice have drawn up a new set of guidelines over the use of celebrities to endorse products.

The two watchdogs said firm evidence was needed to back up any claims, even if the celebrity is an expert on the subject. The code says: "If a claim goes beyond the usual 'I think it's great' puffery and is capable of objective substantiation, the advertiser needs to have adequate evidence to back it up. And that remains so even if the celebrity is an informed professional."