TUESDAY, 9 MARCH 2010
Switzerland: adding sparkles to your ad copy is not misleading
The Consolidated ICC Code of Advertising and Marketing Communication Practice in its article 5 states that (emphasis added by Class46):
Marketing communication should not contain any statement, or audio or visual treatment which, directly or by implication, omission, ambiguity or exaggeration, is likely to mislead the consumer [...]
A complainant brought a complaint before the Swiss Lauterkeitskommission - the self-governing body of the Swiss advertising industry - arguing that the sparkles added to the advertising copy for a tiles joint cleaner were a misleading "visual treatment" (see image). The Lauterkeitskommission disagreed: the sparkles were so obviously fake that no consumer would be misled to believe that the cleaner would actually cause the joints to sparkle.
Thank you for this show of sanity. Decision (in German) here.
Posted by: Mark Schweizer @ 09.34
Tags: icc, switzerland, marketing,