Ad Alert – Print Ads Complaints on the Increase

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The logo displayed “City of Ekurhuleni”. The complainant submitted that there is no such place or city registered on the official data base of the Council of South African Geographical Names.

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DM Kisch, Leading IP Law Specialists

DM Kisch has over 135 years of experience in intellectual property law, with niche expertise to service the marketing and communications industry.

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Ad Alert – Print Ads Complaints on the Increase

The Advertising Standards Authority of South Africa (ASASA) recently released figures indicating an increase in the number of complaints to print advertisements.

Complaints originating from newspaper and magazine advertisements increased by 11.5%, whereas those from television decreased by 7.5%.

Print media also has the highest percentage of total complaints lodged by competitors at 26%, followed by television with 21% and the internet and product packaging both on 14% of the complaints.

Complaints per product category from January 01 to November 01 had business supplies and services topping the list with 254 complaints, followed by foodstuff, confectionery and restaurants with a total of 181; not too far behind was health and medical standing at 126; automotive on 109 and spirits and beverages at 107.

ASA complaint against SA Natural Products for print Echinaforce advertorial,
arguing claims had not been scientifically proved and required substantiation prior to advertisement

Andrew Papadopoulos, Trade Mark Associate at IP law firm DM Kisch, who deals with ASA complaints comments, “It is becoming more and more difficult for advertisers to reach their target audience. As a result many are adopting riskier ad campaigns in order to obtain so called 'share of voice'.

“Taking risks is not necessarily bad, especially in advertising as it can often have huge pay-offs, creating brand recognition and product differentiation in a crowded market. However, before launching advertising campaigns, it is advisable to get legal clearance as a matter of course to ensure that it does not fall foul of any Trade Mark, Copyright or other laws, or any provision in the ASA Code”.

The ASA of South Africa has seen an increase of 6% in the total number of complaints, adjudicating 2,223 complaints in the 2008/09 period.

Issued on behalf of DM Kisch

For more information contact:

Andrew Papadopoulos, Trade Mark Associate at DM Kisch.

Phone: + 27 11 324 3000
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Website: www.dmkisch.com

Editorial contact:

P and P Communications, Tanya Lobegeier + 27 11 447 3511 This e-mail address is being protected from spambots. You need JavaScript enabled to view it or Trish Pichulik This e-mail address is being protected from spambots. You need JavaScript enabled to view it