Not sold as advertised
Friday 27th February 2015
A mobile phone manufacturer has landed itself in hot water, after its advert featuring a scantily clad model was banned by the Advertising Standards Authority (ASA).
Kazam’s advert for a new mobile phone took the old adage ‘sex sells’ to heart, but ended up being pulled from the air when the ASA concluded that ‘the focus on the woman bore no relevance to the advertised product’.
It is tempting for companies to push the limits of acceptability with adverts, as people take more notice of something that shocks or titillates. However, it is important to bear in mind that advertising is regulated, and companies risk wasting money on creating, and then defending, an advert only for it to be unusable due to breaches of the law. Talking through your plans with experts before investing substantial amounts in an advertising campaign can save a lot of wasted expenditure.
It is also important to consider an advert’s long term impact on your brand. It may be tempting to create an edgy advert, but it will leave an impression on future target markets, as well as current ones.
Kazam has of course received multiple mentions in national newspapers. On this occasion is all publicity, good publicity?
Click here to view the Guardian’s article.