Clarification from the ASA on the ''Santa Claus'' ad ruling

An impression has been created by the media that the ASA has ruled against the entire concept of writing to Santa Claus and believing in Santa Claus. This is not the case.

The ASA was faced with a commercial aimed specifically at children (the commercial opens with the words "This message is for kids only") which promises children that they will "get more this Christmas" if they write to Santa Claus at the given address. This creates an expectation in children that they will receive something in return for this letter. And as adults, we know that this is not necessarily the case.

The ASA Code of Advertising Practice specifies that "Advertisements should not exploit the natural credulity of children." By tapping into the fact that children believe in Santa Claus, encouraging them to write to Santa Claus (in a stamped envelope that creates revenue for the Post Office), raising their expectations and giving them nothing in return is exploitation of the child.

It is for these reasons that the ASA ruled against the commercial, and hoped to protect the child consumer from false promises and disappointment.

We trust that this in some way clarifies the ASA's decision in this matter.