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All Saints Agency
10 All Saints Road
Wimbledon
London
SW19 1BX Complaint:
Objection to a magazine advertisement that sought film and television extras and stated "Extras and walk-ons. Join us in the new millennium.
With our substantial contacts in the television and film industry we are currently seeking to represent artists over 16 years of age. Daily earnings £80 - £120." The complainant challenged the claims: 1. "our substantial contacts in the television and film industry"; and 2. "Daily earnings £80 - £120". Codes Section: 3.1, 7.1, 54.2 (Ed 10)
Adjudication:
1. Complaint upheld The advertisers said they got many of their contacts in the film and television industry from a relative, who had been a successful actor for over 25 years and ran a theatrical agency but had been forced to retire because of ill health. They said they had obtained a book called "Contacts", which contained all the reputable companies and casting directors for film, television and commercials. The advertisers submitted a list of the contacts they had in the film and television industry. They asserted that the word "our" referred merely to contacts known to the agency. The advertisers argued that the large number of agents in their industry meant that no agent could claim substantial personal and unique contacts. They said their advertisement had not implied that they had contacts of that type. The advertisers apologised for the mistake and said they had removed references to contacts as soon as they were made aware of the complaint. The Authority noted that many of the advertisers' listed contacts were in the telephone directory. The Authority considered that the advertisement implied that the advertisers had personal contacts and contacts that other agencies would not have with the result that they offered a better chance of obtaining work. The Authority considered that, because the book "Contacts" was easily obtained, that implication was not true. The Authority welcomed the advertisers' action to amend their advertising and asked them to take more care in future. 2. Complaint upheld The advertisers said the British Actors Equity Union had stipulated minimum fees of £80 a day for extras and walk-ons. Those fees would rise if the actor was required to work longer or do something more than was usually required of an extra. They said they were aware that certain productions paid less than the Equity recommended rates but they avoided those companies and expected their clients to follow Equity guidelines. The advertisers said they had based their claim on information they had received from Equity and apologised for the error. They added that references to possible earnings had been removed as soon as they were made aware of the complaint. The Authority understood that, although Equity had agreed different pay rates with different companies, the daily rate for television companies such as the BBC and ITV started at just under £70. The Authority considered that the claim was misleading, welcomed the advertisers' amendment to their advertisement and asked them to take more care in future. |
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