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Product: Personal Alarm
Advertiser: Safe Personal Alarm
Medium: Online (3rd party)
ASAI Code 7th Edition: 2.4(c), 3.10, 3.23, 4.1, 4.4, 4.9, 4.10
An advertisement on a third-party website for Safe Personal Alarms featured an image of emergency lights from the top of what appeared to be a police car. The wording of the advertisement stated:
“Police Say To Carry This
Police say everyone should carry this new safety device that protects against attackers.
The complainant considered that the use of the headline without any context was ‘attention grabbing’. After clicking on the advertisement, the complainant noted that the full details were that a policeman in the US was recommending that people purchase the product.
The advertisers failed to provide a response to the complaint.
The Complaints Committee considered the detail of the complaint and expressed concern at the advertisers’ failure to respond to the complaint, reminding them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
In the absence of a response from Safe Personal Alarms, the Committee considered that the advertisement was in breach of Section 3.10 of the Code.
The advertisement should not reappear in its current form.