Magazine article Marketing

Celebrity Ads

Magazine article Marketing

Celebrity Ads

Article excerpt

Q: What are the rules about using a picture of a celebrity in an advert?

A: The Advertising Standards Authority's code says that advertisers should not unfairly portray or refer to people in an adverse or offensive way. But references which accurately reflect the contents of books, articles or films may be acceptable without obtaining permission before use.

However, using a picture in such a way as to imply that a celebrity endorses the advertised product or service could make you vulnerable to legal action by the person concerned. At the very least, the ASA will warn you not to repeat the offence.

The ASA recently upheld a complaint made by Liverpool footballer Jamie Redknapp against various local radio stations. The advertisers had created a poster that showed his and Manchester United's David Beckham's heads superimposed on muscular bodies, and was headlined: 'Who should get their kit off?'

Redknapp objected that the poster implied he endorsed the radio stations in a way that would diminish his reputation and affect future earnings from genuine endorsements. …

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