|
Century Photographic
99 Tonge Moor Road
Bolton
BL2 2DL Complaint:
The Modelling Information Service objected to a classified advertisement, in the regional press, that was published in the Part-Time Jobs section. The advertisement was headlined "We Are Seeking People"
and continued "13-43 yrs and children 0 - 12 yrs for television, photographic and fashion modelling. Free screening photographs ... Century Photographic ...".
1. The complainants objected that the advertisement did not make clear that the advertisers were an employment agency.
2. The Authority objected that the advertisement did not make clear that successful applicants, who were featured in the advertisers'' catalogue, would be charged a fee. Codes Section: 3.1, 7.1, 52.3 (Ed 11)
Adjudication:
1. Complaint upheld
The advertisers said they were not an employment agency but ran a model-introductory scheme. They explained they produced catalogues of potential models, which were sent to agencies and photographic studios. The advertisers sent letters from two agencies that confirmed they had used the advertisers'' catalogues to source models for their agencies. The advertisers explained that the agencies did not pay them for the catalogues or to use the models.
The Authority noted the advertisers'' explanation and accepted that they did not offer work to people who attended their events but introduced successful candidates, via their catalogues, to agencies that could find them modelling or acting work. It nevertheless considered that, because they introduced work-seekers to employers, the advertisers were an employment agency. Because their name did not disclose that fact, it told the advertisers to amend the advertisement to make clear they were an employment agency.
2. Upheld
The advertisers believed the claim "Free screening photographs" implied there would be other charges. They explained that successful applicants would receive eight enlarged photographs and be included in six of their catalogues for £225. The advertisers asserted that, out of every 100 people they photographed, only 20 people were chosen for their catalogue and needed to pay the fee. They said if people telephoned about the advertisement and asked about fees they told them a fee was charged to those chosen to be in their catalogue; otherwise, they said the scheme and the fee were explained to applicants at their first interview.
The Authority noted the advertisers charged successful applicants for inclusion in their catalogues; it considered that that was a significant condition that was likely to affect a reader''s decision to attend the event. The Authority considered that, because it was not clear from the advertisement that the advertisers charged successful candidates a fee, the advertisement was misleading. It told the advertisers to amend the advertisement to make clear that successful applicants were charged a fee to be included in their catalogue.
|
Home 
Articles 
