CAP – Soak up our advice to stay safe in the sun

The ASA/CAP have released a post called: Soak up our advice to stay safe in the sun.  I have enclosed the text of the link below, but please have a look at the ASA/CAP site as there are lots of things of interest to anyone with an interest in Ethical Marketing.

Sun Awareness Week is a campaign in May that seeks to raise awareness of skin cancer, the dangers of tanning and sunburn, and encourages people to check for signs of skin cancer. 

Follow our top sun safety tips to make sure your ads avoid the heat of the ASA. 

Apply your suncream (and claims) correctly.

Advertisers need to hold documentary evidence to substantiate any claims about suncream, including a product’s SPF, its UVB or star rating, or if it’s broad spectrum (Space NK Ltd, 9 November 2016).

This would also apply to products which include SPF, such as a moisturiser, or any other claims, such as if it’s water resistant or a foundation that can hydrate skin (Coty UK Ltd, 9 May 2018).

If a product has been reformulated to include a higher SPF protection but lower SPF protection products are still available to purchase, advertisers may wish to include information in their ads to advise consumers to check the label before buying.

Protect yourself to avoid getting burnt.

The ASA has previously considered ads which either stated or implied there wasn’t a link between using a sunbed and the risk of developing skin cancer were misleading so advertisers should take care not to diminish these risks.

While advertisers may wish to include authorised health and nutrition claims about Vitamin D that appear on the Great Britain NHC Register in their ads, it’s not advisable to overstate any benefits of using a sunbed to increase a consumer’s Vitamin D levels or claim there are health benefits, such as reducing the risk of diabetes, to be gained from their use.

It’s also important for advertisers to remember if they want to make any medical or health claims about their product, ads shouldn’t discourage consumers from seeking medical advice.

Be socially responsible.

Ads should be socially responsible and particular care should be taken to ensure they are targeted appropriately. Ads for cosmetic interventions, such as using a sunbed, should not be directed at consumers under 18. A sunbed ad broke the rules when the ASA found the available tools on social media that can help restrict ads from certain audiences weren’t used to prevent those under 18 from viewing it.

By making sure your ads comply with the Ad Rules, advertisers can enjoy the sunnier months ahead. If you want to seek some shade with your ads, CAP’s Copy Advice team are here to help with their free, fast and bespoke advice.

Related posts

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.