PROUD TO HAVE THE HFMA AS CLIENT
PROUD TO HAVE THE HFMA AS CLIENT
SERVING HFMA MEMBERS SINCE 2016
SERVING HFMA MEMBERS SINCE 2016          

ASA, CLEARCAST : success stories

CLEARCAST - The TV clearance body

Client: Major multi-national brand 

Industry: Food manufacturing

Situation: The client had an advertising campagn that they ran successfully in the US and wanted to amplify their messaging on TV in the UK but needed to convince the TV clearance body, Clearcast, that the advertising would comply with the approved claims permitted under the European Nutrition and Health Claims Regulation.

Solution: We reviewed their proposed scripts, and the evidence capable of substantiating the claims and put together an independent report showing how the claims were compliant with the EU regulation.

Outcome: The clients advertising was cleared for broadcast.

The EU Nutrition & Health Claims Regulation can be a "minefield" - we can help you find your way

ASA - The Advertising Standards Authority

Client: Branded ingredients manufacturer

Industry: Food ingredients

Situation: The client came to us "late in the day" with a very short lead time to respond and some way into an investigation of their advertising by the ASA. In fact, they were having to prepare a final response to the ASA executive's recommendation that the complaint against them should be upheld. 

Solution: We rapidly reviewed the correspondence to date, and their advertising and substantiation for it. We noted that the ASA's views were that the creative treatment of the advert implied a particular relationship between nutrition and health - our findings agreed with that assessment. However, we were also aware that in the process of approximating almost 40,000 health claim submissions into 4000 that this particular claim (identified by its claim "ID") had been approximated into a claim that had received approval. We recommed that the client used superimposed text on their advertising referencing that claim and produced a report for the client to present to the ASA in that regard.

Outcome: Despite the 11th hour, the ASA accepted the action by the client, the complaint did not proceed, as this was seen to be an acceptable informal resolution.

Need help to navigate the regulatory minefield and optimise your marketing successes ?

Looking to optimise a commercial opportunity by minimising regulatory impact? Contact us today to put our team to work for you.

+44 1372376104+44 1372376104

or help@propportunity.co

To support clients in every location we offer a distance service, but can also attend clients at a preferred venue by prior arrangement, and as the project requires

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