ASA blasts ‘get their kit off’ soccer star ad

The Advertising Standards Authority has upheld a complaint by footballer Jamie Redknapp about the use of his picture in ads to promote radio stations Magic 1152 and Key 103.

According to the ASA’s monthly report, Redknapp’s solicitors complained about a poster for the radio stations headlined “Who should get their kit off? Vote 0870 7878 967.”

The ad, created by Mother, showed the heads of Redknapp and fellow footballer David Beckham superimposed on muscular bodies.

Redknapp’s lawyers complained that the ad implied Redknapp endorsed the station, which he did not, and said this misrepresentation would diminish his reputation and could affect his future income from genuine endorsements.

The ASA also condemned British Gas Trading for an ad run last September, created by BMP DDB, which claimed it guaranteed cheaper electricity prices than local suppliers. The watchdog said BGT should stipulate that this only applies to standard tariffs. It also ruled that readers could miss the small print running up the side of the ads.

An ASA spokesman says BGT is one of the companies that has had most complaints upheld against its ads. But BGT says that whereas eight complaints have been upheld, seven have not, while complaints against 24 ads by its competitors have been upheld.

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