Lord Alan Sugar made to remove teeth whitening ad after breaking guidelines

Lord Alan Sugar has been found in breach of advertising guidelines and forced to remove a tweet promoting a teeth whitening product.

The 73-year-old Apprentice host previously said the Stylsmile Teeth Whitening Toothbrush Kit would be a ‘perfect Xmas gift’ however he failed to make clear it was an ad, according to the Advertising Standards Authority (ASA).

The businessman is a director of the manufacturer, Stylideas Ltd, and, alongside a previous winner of his TV show, Tom Pellereau, who won the series in 2011, owns a 50% share in the business.

He tweeted on 9 December, 2019, with a link to the website: ‘If you know someone who’s longing for whiter teeth, this is the perfect xmas gift for them.’

Embedded in the post was another tweet by Stylsmile UK, which promoted a STYLSMILE Teeth Whitening Toothbrush Kit.

It was argued Lord Sugar’s connection to the company was well-known as it had been made public on a prime-time show in front of millions of viewers.

Lord Sugar and Stylsmile said Lord Sugar was known to post about his businesses on social media regularly, and the tweet was not a covert promotion.

However, marketing guidelines advise advertising communications must be obviously identifiable as such, and, if it is not obvious from the context, their commercial intent is made clear and that posts should, at the least, include the hashtag #ad.

The ASA said Lord Sugar’s tweet had not made his commercial interest in the company ‘immediately clear’ to consumers.

In its ruling, the ASA noted: ‘We understood that Lord Sugar tweeted about brands he had both a commercial interest in and those he did not.

‘We considered that although Lord Sugar was a well-known investor, it was not immediately clear to all consumers that he had a commercial interest in Stylsmile UK from the tweet itself.

‘We therefore concluded that the commercial intent behind the tweet was not made clear upfront and it was not obviously identifiable as a marketing communication.’

It was ruled that the ad must not appear again in the form complained of and in the future, the commercial intent must be made clear – for instance, by including a clear and prominent identifier on their social media posts such as #ad.

Source: Read Full Article