Andrew Tindall, from System1, recently shared his thoughts on the recent ban of ads from Huel and ZOE by the Advertising Standards Authority (ASA). The ads in question featured Dragon’s Den star Steven Bartlett, who is a part-owner of both brands, endorsing the products. Tindall, who has had his fair share of run-ins with the ASA in the past, surprisingly agrees with the decision to ban these ads. He points out that the marketing team behind Huel made a critical mistake by assuming that their marketing team represents the customer base.
Tindall reflects on his own experiences working with large alcohol brands and the meticulous attention to detail required to avoid running afoul of the ASA regulations. He recalls instances where feedback during creative reviews was focused on ASA-related concerns rather than the creative aspects of the ads. The ASA rulings can be incredibly nit-picky, with cases brought up by competitors, ex-staff, or disgruntled agency owners. Despite the sometimes absurd nature of these complaints, the rules are in place to ensure fairness and promote responsible advertising.
Tindall highlights a successful marketing campaign by Whyte and Mackay, which worked closely with legal teams to ensure compliance while still delivering a creative and effective campaign. This example underscores the importance of respecting the rules while pushing creative boundaries. Tindall praises the team behind the campaign for their strategic approach and attention to detail, resulting in a successful and impactful campaign.
In contrast, Tindall criticizes Steven Bartlett’s approach with the banned Huel ads, where testimonials from Bartlett were deemed misleading by the ASA. The ads failed to disclose Bartlett’s ownership in the businesses, potentially misleading consumers. Tindall argues that assuming consumers are aware of Bartlett’s business ventures is a mistake, as the average consumer may not be familiar with his investments. This oversight reflects a disconnect between the marketing team and the actual customer base.
Ultimately, Tindall commends the ASA for their ruling against Bartlett’s ads and emphasizes the importance of transparency and honesty in advertising. He urges marketers to respect the rules while still striving for creativity and effectiveness in their campaigns. Tindall’s insights serve as a valuable reminder of the pitfalls of overlooking regulatory requirements and the importance of understanding and connecting with the target audience.