Boots’ ad held misleading by the ASA
In yet another development, Boots gets trapped by the advertisement watchdog, the Advertising Standards Authority, for a misleading commercial. The ad in question had propagated that its sun cream has the potential to fully protect children from the harmful effects of the sun. The ASA has branded it misleading as this TV advertisement for Soltan can inflict damage health of children.
The ad has shown youngsters lying on the beach taking sunbath with their tanned skin. Further the message of the ad says UVA exposure from the sun causes long-term skin damage. And if you knew that more than half the annual exposure your child receives could happen during their summer holidays, you’d protect them with Boots Soltan, the number one range of children’s five-star UVA protection.
The ASA has ruled out that the ad presents a misleading impression of the capacity and performance of the product that was advertised and it can further lead to harm children’s health. In the mean time, Boots argued that it has achieved envisaged result of triggering off a debate on the dangers of sun exposure.