ASA rules against Lovelife

"We are very supportive of the important educational message in Lovelife advertising," says Gail Schimmel, head of legal and regulatory affairs at the ASA. "But it's also important that consumers are not confused by unclear communications".

In essence, the complainant submitted that the claim "HIV loves teenage pregnancy" is misleading in that it implies that being pregnant as a teenager will give you HIV. The respondent submitted that the commercial is aimed at raising awareness and sexual responsibility, in this case particularly amongst teenage girls, based on the research it conducted.

The statement "If you fall pregnant as a teenager, HIV has double the chance of getting you" is open to several interpretations.

The literal interpretation of the statement suggests that if you fall pregnant as a teenager, you are more likely to contract the HIV/ AIDS virus. It is accepted that the advertiser's intention is to explain that the type of behaviour that leads to teenage pregnancy might also lead to contracting HIV. The statement is, however, ambiguously worded.

It must also be taken into account that a large part of the target market is uneducated and unsophisticated. It is likely that they could understand that teenage pregnancy causes HIV, which is not the case. Considering that advertisements should not contain any statement which directly or by exaggerated claim or otherwise, is likely to mislead the public, this commercial is, at best, ambiguous about teenage pregnancy and HIV virus, as it creates confusion on the subject.

Given the above finding, the advertisement must be withdrawn immediately and may not be used again in its current format.