Summer advertising: Don’t let small mistakes stop your ads this summer
Avoid your silly season turning into a stressful season – below are our top tips for responsible summer advertising campaigns.
Placement during school holidays: With schools closed for the summer, advertisers should continue to take care with placement of advertisements that may appeal to children. Along with ensuring that content and placement complies with the new Children’s Advertising Code, consider that children’s media consumption may change during school holidays – including staying up later, or accessing media during what are typically school hours. A reminder to take all available measures to target the appropriate audience.
Summer safety: while summer is synonymous with outdoor fun, ads must not encourage or condone a reckless disregard for safety, or depict anti-social behaviour. Check out our Quick Guide: Safety Rules in Advertising for our top tips on safety-responsible ads.
When it comes to alcohol advertising, make sure your ads don’t link consumption with water sports, motorsports or other activities where impaired function will cause a safety risk.
Alcohol advertising must comply with the Alcohol Advertising and Promotion Code. Encouraging excessive consumption, even of low-alcohol drinks, is likely to breach the Code. If you’re activating alcohol campaigns on social media, ensure all parties to the ad (including any influencer collaborations) are aware of the rules. Our Quick Guide: Social Media Marketing for Alcohol is a great place to start!
Did someone say ice cream?
With the new Food and Beverage Advertising Code now in full effect, a high standard of social responsibility is required for all advertising in this category. As a starting point, ensure occasional food and beverage product and brand advertising does not target Children under 16 years, or contain content that may appeal to them. Portion sizes should be appropriate for the people depicted in the ad and take care to ensure promotions don’t encourage excessive or repeat purchase. Our Quick Guide series contains more information on the rules around food and beverage advertising.
Keep it real
Advertising must be truthful and not misleading. Ensure claims are accurate and able to be substantiated – if in doubt, leave it out.
With New Years resolution time around the corner, make sure any fitness advertising targets the appropriate audience, and doesn’t negatively depict, stereotype or denigrate people based on weight or body type.
Any questions?
We’re here to help. Our team offer training on the ASA Codes, along with our AdHelp information service to test advertising ideas against relevant Codes and precedents. If you’d like to learn more, don’t hesitate to contact us.
