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Break 'A' Legg Model & Casting Agency & Drama School |
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Break 'A' Legg Model & Casting Agency & Drama School
Freedom Works
John Street
Sheffield
South Yorkshire
S2 4QT Complaint:
The Modelling Information Service objected to an advertisement, in a regional press supplement, that was headed "DOES YOUR CHILD HAVE STAR QUALITY?".
The text stated "Babies, children & teenagers BIRTH - 16YRS Required for modelling, tv, film and theatre work. Group interviews will be held on the hour every hour from 11am-3pm at the Britannia Hotel ... Children must be accompanied by an adult BREAK''A''LEGG Model & Casting Agency & Drama School Creating genuine opportunities for talented children ... ". The complainants, who believed the advertisers charged a fee for their service, challenged whether the advertisement:
1. was misleading because it did not make clear that a fee applied for the service and
2. breached the Code by failing to include the advertisers'' contact details. Codes Section: 2.6, 7.1, 52.3 (Ed 11)
Adjudication:
1. Complaint upheld
The advertisers said a fee applied for people who chose to take advantage of their photographic service, which was offered only to those children who they considered were suitable for the industry. They asserted that it was the parents who decided on how they wanted their child to be promoted and that a fee was charged for only some of their services. They argued that the main aim of the day was to recruit talented children who they could put forward for jobs; they said, because not all children were successful, they had not stated that a fee applied for their service.
The Authority noted the advertisers charged successful candidates for some of their services and considered that that was an important condition that was likely to affect a reader''s decision to attend the hotel for an interview. The Authority concluded that, by omitting that information, the advertisement was misleading. It told the advertisers to amend the advertisement to make clear a fee applied for successful candidates who chose to take up some of their services and advised them to consult the CAP Copy Advice team for help with that amendment.
2. Complaint upheld
The advertisers said they were not aware of the Code, but said they would include their contact details in future advertisements.
The Authority considered the advertisement breached the Code by failing to include the advertisers'' contact details and welcomed the advertisers'' decision to amend it.
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