Note: the CAP gives this advice Executive about non-broadcast advertising. It doesn’t constitute advice that is legal. It will not bind CAP, CAP advisory panels or the Advertising guidelines Authority.

Modern times have experienced a proliferation of online dating internet sites, and inevitably there were a wide range of complaints into the ASA about marketing of these services. Below we’ve highlighted some key dilemmas to remember whenever advertising services that are dating.

Individuals are usually trying to find those who share their views and values; advertisers must not benefit from this by implying that websites are just ready to accept particular teams or individuals with specific passions if they’re maybe maybe not.

For instance, a site that is dating provided the impression it absolutely was for Catholic individuals seeking to satisfy other people with similar faith, whenever in reality it absolutely was ready to accept 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 solitary moms and dads, where it had been discovered that a big percentage of users either failed to have children, nor had suggested if they had been pleased to fulfill just one moms and dad (Global Personals Ltd, 9 January 2013).

Avoid imagery that is overtly sexual untargeted mediums

Overtly intimate imagery and language shouldn’t be utilized in mediums probably be seen by young ones. Continue reading →