A low standard of consistency

Your article on the British Heart Foundation (BHF) and other advertisers rapped over the knuckles by the Advertising Standards Authority (MW June 20) included the ASA’s oft-used encouragement to advertisers to seek advice from the Committee of Advertising Practice (CAP). Eight of the nine advertisers against whom complaints were upheld were advised by the ASA to consult CAP in future. The ninth advertiser – BHF – was branded irresponsible for its recent campaign to draw attention to the 878,000 silent sufferers of Heart Failure – but there was no call to go CAP in hand next time. Perhaps that was because the BHF went to CAP on two separate occasions in preparation for its recent campaign, once with a line drawing and again with a finished ad, complete with details of the intended media placement. We were told the ad didn’t appear to contravene the codes. Surely some mistake? Betty McBride Marketing and communications director British Heart Foundation London W1H

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