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:

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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