understand what it is and what the consequences are – WAU
Have you ever imagined investing thousands of reais in an advertising campaign and, instead of making a profit, having the ad’s visibility barred and fined? It would be very bad, wouldn’t it? So, so that you don’t take that risk, you need to understand what abusive advertising is. Thus, neither the campaigns nor the image of your company […]
Have you ever imagined investing thousands of reais in an advertising campaign and, instead of making a profit, having the ad’s visibility barred and fined?
It would be very bad, wouldn’t it? So, so that you don’t take that risk, you need to understand what abusive advertising is. Thus, neither the campaigns nor the image of your company will not be damaged.
And, to help you with that, we created this post. Here, you will understand what it is publicity abusive and what are its main characteristics.
What are you waiting for? Read this text right now and rule out the possibility of committing this crime for good!
What is abusive advertising?
To begin to understand what this type of advertising is, let’s see what the 2nd paragraph of article 37 of the Consumer Protection Code says (CDC):
Discriminatory advertising of any nature, which incites violence, exploits fear or superstition, takes advantage of the child’s poor judgment and experience, disrespects environmental values, or is capable of inducing consumers to behave in a way that is harmful or dangerous to your health or safety.
We can differentiate between abusive advertising and misleading by not deceiving individuals, but take advantage of fear or superstition so that the consumer behaves in a way that harms their health or safety.
In short: these campaigns bring direct or indirect damage to consumers’ lives.
What are its main characteristics?
These campaigns have remarkable characteristics. Now, let’s see the main ones:
No campaign can perform a discriminatory act of any kind.
This means that advertisers must be careful and check if the content has any kind of action prohibited by the CDC.
Some of the most common forms of discrimination are by:
- demographic region.
The Kirin brewery was sued for a campaign served between 2010 and 2011. She emphasized that “it is through the body that the true black is recognized”.
In addition to the text, a black woman was illustrated with sexy clothes. The Public Prosecutor’s Office considered the placement abusive because it considered the black woman only as an object.
We can say that the publicity abusive acts through violent and aggressive messages, related to struggles or wars.
In addition, fear and superstition are used to persuade people to purchase a product or service.
THE Gucci company campaign it showed a man in a position to slap a black woman. As you can imagine, the placement suffered several criticisms.
Suspicious behavior induction
There are cases where ads must show that the product in question presents some risk if it is not used correctly. They are those where mishandling can lead to consumer health or safety problems.
The purpose of the ban is to reduce accidents. Thus, such products must act preventively by educating their consumers to act safely and lucidly.
Similarly, campaigns that encourage strange and harmful acts are prohibited. Although the product disclosed is not dangerous, no part of it should disseminate practices contrary to the physical and mental health of consumers.
Advertisements that encourage consumers to exaggerate are also prohibited.
Finally, ambiguous campaigns are also harmful and prohibited by the CDC. This happens for 2 reasons:
- if the agency’s intention is not fully captured by consumers;
- if the interpretation of consumers is harmful, psychologically or physically.
A campaign run by Skol in 2015, with the words “I forgot the‘ no ’at home”, caused ambiguity in the interpretations on the part of the population.
While the company wanted to encourage people’s freedom during Carnival, many people will understand it as permitting sexual harassment.
Attack on environmental values
Abuse can be practiced when environmental values are attacked by advertisements.
Thus, no campaign can exploit pollution, depredation of the environment or waste in any way.
Companies linked to children’s products are often reported for abuse.
The cases are linked to non-children’s languages, early insertion in the adult world or related to a proposal for the need to purchase products.
An example of this was a Matel advertisement about Barbie products.
Procon fined the company more than R $ 500,000 for understanding that the campaign projected excessive concerns about appearance. The products introduced the child early into the adult world.
Another company fined was Duracell. In your campaign “Plundered”, The company shows the importance of using quality batteries like those sold by the brand.
The problem is that publicity it was mainly aimed at children, who are unable to choose the best products in this category.
In addition, it is not recommended that they have contact with this material, since it has dangerous and toxic chemical components.
How to avoid abusive campaigns?
To prevent your campaigns from facing such problems, your company should:
- understand whether they can suffer from more than one interpretation or be misunderstood by a specific audience;
- do real research with people of different profiles to understand if they understand the disclosure in a similar way;
- understand if there is no incentive to destroy the environment;
- verify that the disclosure is not excessive or causes any harm to children.
Although the speed of delivery is important, remember that there is little care in planning and displaying them.
Instead of being able to improve the way the brand is understood, your company can get lawsuits and receive big fines.
So, consider each action above. In addition to harming your company, abusive advertising brings problems to your consumers.
If your company thinks about the long term, you will want them to be in a better position to decide for themselves what are the most important points when purchasing products or services.
Many professionals are also unable to differentiate the areas of advertising and marketing. Can you do it? Read the post “Advertising and marketing: differences, similarities and more!”And become an expert on the subject!