UK advertisers warned about using celebrities in campaigns

Advertisers were today warned to tread carefully when using celebrities in promotions.

Firm evidence is needed to back up any claims made – even if the celebrity is an expert on the subject, according to the industry watchdog in the UK.

Bad publicity over adverts that break content rules can lead to “strained relations” between celebrities and the brand they promote, the Committee of Advertising Practice (Cap) warned.

Cap and the Broadcast Committee of Advertising Practice (Bcap) draw up the advertising codes for print and broadcast media.

“A celebrity can be an asset to a brand but when an ad featuring a famous person is found to breach a Cap or Bcap code, both the brand’s and the celebrity’s reputation could well suffer,” the watchdogs warned.

New guidance for advertisers released by Cap and Bcap today says one problem is when celebrities are used to state or imply claims about the product in question.

“If a claim goes beyond the usual ’I think it’s great’ puffery and is capable of objective substantiation, the advertiser needs to have adequate documentary evidence to back it up. And that remains so even if the celebrity is an informed professional,” the advice says.

The watchdogs gave the example of a St Ivel “advance” milk advert featuring Lord Winston. It fell foul of advertising rules last year because claims about the positive impact of Omega 3 on children’s concentration could not be stood up.

Earlier this year an advert featuring for a Paul McKenna weight-loss event was rapped for lacking evidence to prove a claim that people kept weight off for life, Cap said.

The watchdogs warned advertisers they must always have proof about any claims made.

Advertisers should also get written permission before featuring a famous face in their publicity.

Celebrities are not permitted in adverts for medicinal products or treatments, nor for food and drink products high in fat, salt or sugar targeted directly at pre-school or primary school children.