NMA rapped by ASA over its own ads

The Newspaper Marketing Agency (NMA), the marketing body for the newspaper industry, has fallen foul of the Advertising Standards Agency (ASA) over its newspaper ads for the second time in just over two months.

The ASA has upheld a number of complaints that the three executions, all created by agency TBWA/London, are misleading. The ads feature spoof products and aim to encourage readers to look at the NMA’s website.

The ASA has advised the NMA to try a different approach to advertising. In September, the ASA investigated complaints about another ad, which showed a stiletto heel spiking a business man’s body.

One of the latest ads shows a back view of a naked women covered in tattoos and a box of medication called NMA Fematol. The text reads: “Headaches. Migraines. Acute Pains. Targeted pain relief for women. The first pain reliever especially formulated for women, find out more at nmauk.co.uk/ painreliever.”

One of the other ads claims that a spread containing oil from the Aragan tree can help sufferers of low blood pressure. The other promotes a muesli that keeps consumers healthy.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here