Note: This advice is written by the CAP Executive about non-broadcast marketing. It generally does not represent legal services. It generally does not bind CAP, CAP advisory panels or the Advertising guidelines Authority.
Modern times have experienced a proliferation of online websites that are dating and inevitably there were an amount of complaints into the ASA about marketing for those solutions. Below weвЂ™ve highlighted some key problems to note whenever promoting services that are dating.
Usually do not mislead specialized niche consumers
Individuals are often looking for those who share their views and values; advertisers must not benefit from this by implying that websites are merely ready to accept groups that are specific individuals with particular passions if they’re perhaps not.
For instance, a site that is dating provided the impression it had been for Catholic individuals trying to meet others with similar faith, when in reality it had been available to other users too, had been discovered become misleading (Inch by Inch Ltd, 13 August 2014). The ASA upheld a comparable problem regarding an internet site for single parents, where it absolutely was discovered that a big proportion of users either failed to have children, nor had indicated whether or not they had been thrilled to fulfill an individual moms and dad (Global Personals Ltd, 9 January 2013).
Avoid overtly intimate imagery in untargeted mediums
Overtly intimate imagery and language shouldn’t be found in mediums apt to be seen by kids. Untargeted ads that highlighted pictures such as for example a female’s feet with thong knickers pulled down to around her knees and a female in a provocative pose that focused on her behalf cleavage have already been discovered reckless and expected to cause severe or offence that is widespread. (comeletsplay , 20 2013 and Anastasia International Inc, 2 July 2014) february.