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Bromley Casting Agency
77 Widmore Road
Bromley
BR1 3AA Complaint:
Objection to a magazine advertisement, for a casting agency, that stated "Agency requires film/TV extras for 00/01 ... (Clients:BBC/C4 etc.)". The complainant challenged whether: 1. the advertisers had the BBC and Channel 4 (C4) as clients;
2. the advertisement implied the advertisers had work available; and
3. the advertisement should have specified that an up front fee of £25 was payable.
Codes Section: 3.1, 7.1, 54.2 (Ed 10)
Adjudication:
1. Complaint upheld The advertisers sent a letter, a fax and a photo-copy of a cheque from Channel X which they believed confirmed that they had supplied seven supporting artists for a television programme and a letter from Bazal, the makers of Changing Rooms, seeking contestants for a new dating television show; both letters were dated mid-1998. The advertisers asserted that the production companies were past clients of the BBC and Channel 4. The Authority considered that readers could infer that the advertisers had the BBC and Channel 4 as present clients. The Authority considered that the evidence did not prove that the advertisers had the BBC or Channel 4 as clients and told the advertisers to remove the claim. 2. Complaint upheld The advertisers sent a recent request for information from a women's magazine, two testimonials, an availability schedule of a client and a request from another casting agency for three businessmen for a television commercial. They asserted that they had work available but that it was not guaranteed. The Authority accepted that the advertisers had been approached by another agency seeking three men for a commercial but considered that they had not shown that film extra and TV extra work was generally available. The Authority considered that readers could infer from the advertisement that the advertisers were recruiting for specific jobs. The Authority told the the advertisers to reword the advertisement with the help of the Committee of Advertising Practice Copy Advice team. 3. Complaint upheld The advertisers said the fee of £25 was a small administration fee, which they did not realise they should state in the advertisement. The Authority considered that, because it had not stated that a fee was payable, the advertisement was misleading. The Authority welcomed the advertisers' agreement to state that an administration fee was payable. |
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