Identity Crisis

AUCKLAND, Today: The Advertising Standards Authority is clamping down on advocacy ads – such as anti-abortion messages – that do not specifically identify the advertiser.

The latest example is a Family First billboard ad that depicted a close up of a pregnant woman with the text “Human rights begin in the womb”. The advertisement includes the website address LoveThemBoth.nz.

The complainant was concerned the identity of the advertiser was not obvious on the billboard or on the website listed in the advertisement.

“The board ruled the complaint was upheld, and the advertisement to be removed or amended.”

The Complaints Board said while the position of the advertiser was clear, the lack of information on the identity of the advertiser, Family First, meant it was likely consumers could be misled or confused about which organisation was responsible for the advertisement.

The board said the URL on the advertisement, “lovethemboth.nz” took the consumer to a website which did not make it clear to consumers that Family First was the advertiser until the last page of the website in very small font.

The Complaints Board ruled the complaint was upheld, and the advertisement to be removed or amended.

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