Don't take advantage of consumer credibility - ASA

A mailer sent out by Heritage Home & Leisure, which implies that the recipient is a winner, has been found to be misleading by the Advertising Standards Authority (ASA) of South Africa. The ASA found that the mailer, like similar materials from other advertisers, might mislead consumers into believing they've won a large cash prize. In fact, at best, they'll be entered into a draw. "Advertisers have to be clear and avoid taking advantage of the consumer's credibility," says Gail Schimmel, head of legal and regulatory affairs at the ASA.