Substantiation 101

The ASA has released some information on their decision making process on their website here, the advice is copied below; Around 70% of the complaints received by the ASA are about misleading advertising. In many cases, to establish whether a claim is misleading, the ASA will need to make an assessment of evidence. The requirement for evidence can arise in any number of scenarios, from how long a company has been trading, to their prices, to the validity of the efficacy claims they make for their products. Regardless of the…

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Ogilvy & Greenpeace Launch new plastics campaign

A new campaign launched today by Ogilvy UK and Greenpeace presents a stark vision of our future ocean if action is not taken to stem the tide of throwaway plastic pollution. It urges supermarkets to lead on reducing the amount of plastic packaging they produce, and features the voices of children who think ‘there should be millions of fish and zero per cent of plastic’ in the ocean. The impactful film, created for Greenpeace by advertising and marketing agency Ogilvy, comes off the back of a Greenpeace petition calling on…

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