Misleading Advertising: Part Two
On this course you will learn the importance of having the evidence to back up your claims; making sure any qualifications are clear; and how to avoid misleading your customers with the use of endorsements and testimonials.
The course is broken down as follows:
- Substantiation: Before an ad is run, you should hold documentary evidence to support all objective claims, bearing in mind the impression consumers are likely to take from the ad. Not having evidence to back up claims, may result in an ad being considered misleading. In this section, we’ll talk you through the requirements of substantiating objective claims.
- Qualification: Qualifying text (small print or footnotes) can be used to clarify a claim in an ad, but not to hide important information or in a way that contradicts the headline claim. This section explores the use of qualification in more detail.
- Endorsements & testimonials: Endorsements by an official body or knowing a company is signed up to a code of conduct can provide consumers with confidence in the company and its products or services. You might also like to use positive feedback from your customers in your ads. However, it’s important to follow the rules to ensure that consumers are not misled.
The course concludes with an assessment and on passing, a personalised certificate for your records.
If this is your first visit, please register
For more information on ad regulation and the ASA complaints process, CAP eLearning has two introductory learning activities, available here