* Below are the 20 most recent rulings of the ASA. To find out how to view
all the rulings in the ASA database go to the ad library.
| 1.
Doom / LJ Hayden / 10895
(15 May 2008) |
| Mr Hayden lodged a consumer complaint against a Doom television commercial that appeared on SABC 3 and ETV during March 2008.
The commercial features a man dressed in a white lab coat and shows a cockroach crawling along a counter top. The man then says, inter alia, “Today I’ll demonstrate Doom’s fastest ever killing power. New Doom Extreme is scientifically formulated to kill crawling insects twice as fast as before, observe.” The scene then depicts an animated cockroach falling over and the words “80 x slower than normal speed” are shown on screen.
The male voice-over states, inter alia, “Faster, deadlier Doom Extreme with the fastest ever killing power from Doom. For crawling and flying insects”.
The complainant submitted that the commercial implies that the product is instantly effective in killing cockroaches as they roll over and die immediately when sprayed. This, however, is false as cockroaches take time to die. |
|
more...
|
|
| 2.
CRI / M Shapiro / 10720
(15 May 2008) |
| Mr Shapiro lodged a consumer complaint against internet advertising appearing on www.crisa.co.za
The advertisement features timeshare accommodation at a list of resorts. When selecting the resort guide for the KZN North Coast a number of resorts are featured, among them is Cabana Beach.
The complainant submitted that he tried to book accommodation at the Cabana Beach resort in 2007 as well as 2008 and was unable to obtain a booking. The advertiser continues to advertise this accommodation when it does not have any bookings available. |
|
more...
|
|
| 3.
Dolce Gabbana / JH Maritz / 10670
(13 May 2008) |
| Mr Maritz lodged a consumer complaint against a Procter & Gamble television commercial promoting its Dolce and Gabbana Light Blue fragrance. The commercial was flighted on SABC 2 and MNet during February 2008.
The commercial depicts, inter alia, a male and female model lying on a boat kissing. The male model is wearing swimming briefs and the female model is wearing a bikini bottom and a blouse, but is seen without the blouse in the last shot.
In essence, the complainant submitted that the commercial is unsuitable for children’s viewing as it contains erotic scenes. The complainant suggests that the commercial should not be screened during peak times when young children are also watching television. |
|
more...
|
|
| 4.
Teazers / V Smith / 10824
(13 May 2008) |
| Mrs Smith lodged a consumer complaint against a Teazers billboard that was situated on Rivonia Road.
The advertisement depicts a woman from the back pulling down a pair of jeans and exposing her buttocks. The pay-off line states, inter alia, “This Christmas, you have the milk and cookie”.
The complainant submitted that the advertisement is degrading to women and should not have been placed near a school. |
|
more...
|
|
| 5.
iBurst / M van Dijk / 9130
(13 May 2008) |
| In iBurst / M van Dijk / (4 October 2007) the Directorate found the respondent in breach of its earlier ruling date 18 July 2007. The Directorate ruled, “…it appears that the respondent did not timeously adhere to the Directorate ruling of 18 Jul 2007 in respect of its internet and television advertising”.
The complainant and respondent, as well as Mr Hylton Peter Conacher, were afforded an opportunity to comment on whether or not sanctions in terms of Clause 14 of the Procedural Guide were appropriate. Mr Conacher was afforded this opportunity as he lodged a breach allegation that formed part of the ruling dated 4 October 2007. |
|
more...
|
|
|