Is Your Business Advertising Deceiving Customers?

Advertising can be one of the most creative and exciting ways for a business to promote its products and services to consumers. Corn How? ‘Or’ What creative with truth, can companies be

While modern advertising is truly multimedia in style and is no longer just about big TV commercials, what happens when commercials (in whatever medium) spread the truth in their quest to engage with customers?

Can this completely turn off potential customers (and leads)?

Advertising has changed

Recent studies show that millennial consumers,? (a cornerstone of consumer audiences today) dislike “traditional” television, preferring to consume content (and therefore advertisements) through Internet channels such as Youtube.

Moreover, if they are Go to be sold, they would prefer their favorite social media stars (influencers) to do so. Hence the voracious rise of the influencer marketing industry.

Informative advertising vs misleading advertising

According to a recent study, 29% of millennials prefer informative advertising. So what happens when a business creates a deceptive ad?

The Answer “These companies risk turning down what the Financial Times has called” the world’s most powerful consumers. “

One brand taking this particular risk in the UK is the fast food delivery company, Deliveroo through its recent TV and Youtube commercial (below):

The ad opens with a ‘typical’ family take-out scene, where the mother collects food from the driver Deliveroo at the front door.

Then something strange (and misleading) happens.

Deliveroo’s latest ad

She rummages through a seemingly limitless food bag and produces a variety of food items at various restaurants. “Wagamama, KFC Pizza Express,” the cheering mother yells as she distributes each food item to different members of her family.

Next is the little disclaimer at the bottom of the ad which states that separate orders must be made to order food from different restaurants.

If this was an actual situation, the family would have to place several separate orders to get the food they wanted, resulting in staggered delivery times and people barely ate the common culinary paradise featured in the show separately. ‘announcement.

They already did

This is a classic example of deceptive advertising. But Deliveroo has already done it. An ad was banned earlier this year due to misleading advertising (below):

The ad showed a Deliveroo driver delivering food to consumers apparently across the UK (and even someone in a field).

The ad was accompanied by the statement “order what you want; where you want; whenever you want. “

The ‘ASAs’ intervene

The ad was quickly criticized by the Advertising Standards Authority (ASA), following complaints from viewers who said that Deliveroo did not deliver to their areas, despite lofty claims in the ad.

Currently, Deliveroo only works in a number of urban areas in the UK, and mainly in major cities. The ASA concluded that the ad’s mission statement of ordering food ‘where you want’ was taken literally by viewers regardless of their location, making the ad misleading. .

What all companies should remember when they advertise …

Deliveroo had an earlier advertisement in the UK, (pictured) banned by the ASA.

Fortunately, the ASA has offered some tips for advising other businesses on what to avoid with advertising to potential customers, here are some key points to remember, regardless of how you choose to advertise:

1. Qualifying text

It is the “fine print” of an advertisement that should be used to clarify a product or service. It should not be used to hide important information. This information should not contradict the ad’s “front page claim” either. (Naughty delivery *)

2. Complaints

All aspects of advertising content, including brand and product names, can be considered potential claims. If your product name implies effects or benefits that are not true, it could expose you to false advertising claims.

3. Proof

Businesses need to ensure that they gather evidence and undertake the appropriate amount of research to provide “objective evidence” to support any claim made in an advertisement.

4. Exaggerations

While the ASA allows advertisements that exaggerate for dramatic effect (if obvious), any exaggeration that could mislead customers is not permitted by the organization. (While the Deliveroo driver in the field in his first advertisement may be seen as an obvious exaggeration, the later claim to be able to order “where you want” is not.

5. Price

This must be clear and relate to the product being advertised, says the ASA. Non-optional charges such as VAT should also be included in the advertisement, including delivery costs.

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Majorie T. Leonard

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