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.

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