Goop, the Gwyneth Paltrow lifestyle brand, has been reported to Trading Standards and the Advertising Standards Authority (ASA) by a charity alleging that it has breached more than 110 UK advertising laws. The main issue appears to be an argument over misleading advertising.
So what is misleading advertising?
The ASA states that marketing communications will be assessed on the overall impression they are likely to give consumers, as well as specific claims and images, so marketers should be mindful of the need to consider the likely interpretation of an ad as a whole, rather than individual elements alone.
The ASA guidance on this topic includes:
- Don’t mislead consumers materially
- Don’t omit material information
- Ensure you can substantiate objective claims
- Distinguish between objective claims, subjective claims and puffery
- Don’t exaggerate
- Ensure objective comparative claims are fair and verifiable
- Remember, it’s not only about the letter of the Code!
It will be interesting to see what happens with the Goop case. I'll do another blog when more information becomes available.
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Controversial lifestyle brand Goop, created by actor Gwyneth Paltrow, has been reported to UK advertising regulators over “misleading and potentially dangerous claims”. Good Thinking Society, a charity that promotes scientific thinking, reported the organisation to the National Trading Standards and the Advertising Standards Authority last week alleging that is has breached more than 113 UK advertising laws.