Launching a successful advertising campaign requires careful planning and execution. Avoiding mistakes in advertising campaigns is a crucial investment in the success of your marketing initiatives.
It helps brands optimise spending and improve Return on Investment (ROI). Moreover, it helps protect the brand’s reputation and maximise the reach of the message. On top of that, it empowers brands to comply with legal and ethical standards.
A “red flag” in the context of an advertising campaign refers to a warning sign that suggests potential issues with the campaign. Red flags indicate that certain aspects of the campaign are not aligned with best practices, ethical standards, or legal regulations.
In this article, we explore some common advertising red flags that brands need to watch out for when planning a campaign:
5 Advertising Red Flags to Watch Out When Planning for a Campaign
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Deceptive Practices
Misleading or false claims, exaggerated statements, or deceptive statements can be red flags. If an advertisement creates a false impression or misleads consumers, it could lead to legal and reputational issues.
On top of that, unsubstantiated claims made in an advertisement should be backed by evidence. If a campaign lacks credible support for its assertions, it may raise concerns.
Inaccurate or misleading claims in advertising can have legal ramifications and lead to fines or restrictions. Hence, understanding and complying with industry regulations is vital.
In 2014, L’Oréal came under scrutiny for the advertising assertions made about two of its skincare products, namely the Lancôme Génifique and L’Oréal Paris Youth Code series. The company promoted these products as having “clinically proven” abilities to “enhance genes“, promising “visibly younger skin in just seven days“.
These over-the-top health claims drew the attention of the USA’s Federal Trade Commission (FTC), prompting a challenge to their claims. The FTC’s investigation concluded that L’Oréal’s claims were “false and unsubstantiated”.
Consequently, L’Oréal USA was prohibited from making any further anti-ageing claims unless backed by substantial scientific evidence. Although the company evaded a monetary penalty, it faced the potential of paying up to $16,000 for each subsequent violation in the future.
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Targeting vulnerable audiences
If an advertisement targets explicitly vulnerable populations, it could be seen as exploitative. Vulnerable populations are individuals who are unable to protect themselves against exploitation, such as children or individuals with limited decision-making capacity.
Tobacco companies have been known to invest heavily in marketing campaigns that specifically appeal to vulnerable populations. Research has shown that tobacco companies every so often focus on communities with lower educational attainment, minority populations, and those facing socioeconomic challenges, as these groups may be more vulnerable to marketing tactics.
Efforts to address these tactics often involve stricter regulations on marketing, advertising, and product placement. The effort also includes initiatives to educate vulnerable populations about the risks associated with tobacco use.
Therefore, brands must avoid using vulnerable populations as their target when planning advertising campaigns. Besides that, brands are also responsible for instilling ethical approaches in their campaigns, such as using ethical designs.
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Inappropriate content
Offensive or inappropriate content, including discriminatory language, may damage a brand’s reputation and alienate potential customers.
For example, the Balenciaga scandal has served as a stark warning for brands to be vigilant and meticulously reevaluate their branding campaigns beforehand. Balenciaga faced a massive backlash against child exploitation accusations when featuring child models in their advertising campaign.
The advertisement, which promoted Balenciaga’s Spring/Summer 2023 collection, showed pictures of children posing with the BDSM collection. The response to the images was immediate and robust, as the hashtag #cancelBalenciaga quickly gained traction on Twitter and TikTok. Numerous individuals criticised the brand and its creative director, alleging the endorsement of paedophilia and child exploitation.
As a result, the brand apologised for its negligence, and the advertisements were removed from the company’s website and erased from social media indefinitely.
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Plagiarism or copyright infringement
Plagiarism or copyright infringement can also be a red flag that brands need to be cautious of. Unauthorised use of others’ intellectual property, such as images, music, or slogans, can lead to legal consequences and damage a brand’s credibility.
This can be seen in the case of FAW Audi, an automotive brand jointly owned in China by Volkswagen Group and FAW Group. In 2022, the brand and its appointed agency were criticised on Chinese social media for an ad that allegedly plagiarised content from a Chinese influencer on Douyin.
The ad, featuring Hong Kong star Andy Lau, was released in conjunction with Xiaoman. Xiaoman is a momentous day that specifies the start of a new solar term in the lunar calendar. Influencer Beidamange claimed the brand used his poem in the video without his permission, and criticised them for copying his work and called for proper attribution.
M&C Saatchi, a well-known London-based agency network responsible for the video production, released an open apology for the misconduct. As such, it is clear that even a reputable agency can fall into this wrongdoing if they do not carefully assess their advertising campaigns.
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Negative public feedback
Significant negative feedback or public backlash can be a sign that the campaign is not resonating well with the target audience, or is causing unintended harm.
Kraft Heinz’s pun marketing campaign, which encouraged people to “send noods“, is one such case of negative public feedback. The decision to create a spin-off funny term from the amatory term “send nudes” quickly sloped into chaos. Subsequently, angry parents ravaged their Instagram posts, saying the company “sexualised mac ‘n’ cheese” and was being “predatory” toward children.
Certain critics went as far as accusing the company of endorsing child sex trafficking and utilising children to convey sexual suggestions and innuendos. Ultimately, the chaos led them to remove the content from their platforms.
Avoiding These Advertising Red Flags for Successful Results
Advertisers and marketers should monitor their campaigns closely for these red flags to ensure their efforts align with ethical standards, legal regulations, and brand integrity.
Regularly assessing and adjusting campaigns based on feedback and performance metrics is also essential in maintaining a positive and effective advertising strategy.
Furthermore, while launching a successful advertising campaign requires creativity and strategic planning, it’s equally important to prioritise avoiding mistakes. By understanding the potential pitfalls and taking preventive measures, brands can safeguard their reputation, optimise their budget, and maximise the impact of their campaign.
Well-executed advertising not only delivers the message effectively, but also builds trust and positions the brand for long-term success. By embracing the importance of accuracy, data-driven insights, and continuous optimisation, brands can then watch their advertising campaigns thrive.
Read more: The Ultimate Advertising Guide To Make Your Campaign A Success
