How to Avoid Misleading Advertising with the ASA

How to avoid misleading advertising

A collaboration between UK Pet food and the Advertising Standards Authority (ASA)

This Bespoke training will delve into misleading advertising with guest speakers;

  • Sophie Marchant, Copy Advice Executive
  • Isabel Lucas, Compliance Executive

​​​​​​​​​​​​​​Misleading Advertising


  • What do the ASA consider as ‘misleadingness?’
  • How do we assess misleadingness?
  • Misleading by action, omission and substantiation


  • What do we mean by exaggeration?


  • What evidence is required to support marketing claims?
  • When do we require this evidence?


  • What are the rules on comparisons and comparative claims?

For some background you can read their article for the top tips for avoiding misleading advertising - Six top tips to avoid misleading advertising - ASA | CAP