oa Journal of Marketing - When a joke isn't funny : ASA rulings
Humour is a perilous area for the regulated marketer. Sometimes, it seems, the Advertising Standards Authority has a great sense of humour. Indeed, the Code of Advertising Practice allows that "obvious untruths, harmless parody or exaggerations, intended to catch the eye or to amuse, are permissible provided that they are clearly seen as humorous ..." Sometimes the ASA see the joke, but sometimes they don't - so how is a creative to know? The test, as it turns out, is not that complicated.
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