An advertisement by Scottish Power featuring architect and television presenter George Clarke has been banned after concerns that it misled viewers into thinking they were watching a TV program.
The advert, which aired on Channel 4 in July, included text reading “George Clarke’s amazing green spaces” before Clarke introduced various types of homes, stating, “I’ve seen some amazing spaces all around the UK. From great treehouses to log cabins and houseboats. Oh, and don’t forget about the hobbit house in Gwent; that was truly amazing.”
As images of houses in different colours appeared, Clarke continued, “From yellow houses, blue houses, pink houses, and … greener houses, like this one. Of course, it’s not about the colour; it’s all about the green solutions provided by Scottish Power. So why not make your amazing space even more amazing by turning it a little greener?”
A “#ad” label appeared in the top right corner for the first 12 seconds of the broadcast. However, three viewers lodged complaints, arguing that the advert was not clearly distinguishable from George Clarke’s Amazing Spaces, the television program.
Scottish Power defended the advert, asserting that it was recognisable as an advertisement throughout. They highlighted the inclusion of Scottish Power branding, verbal references within Clarke’s dialogue, and the company’s logo appearing on both clothing and the final frame. According to Scottish Power, 43 seconds of the 60-second advert contained clear visual identifiers.
The Advertising Standards Authority (ASA), however, ruled against the advert, noting that it was broadcast during breaks around George Clarke’s Amazing Spaces. The watchdog pointed out that the font, text style, and background visuals closely resembled the program, making it difficult for viewers to immediately identify it as an advert.
The ASA stated that the “#ad” label in the first 12 seconds was “insufficient to mitigate the other elements in the ad, which were reminiscent of George Clarke’s Amazing Spaces television program.” It concluded that the similarity between the advert and the show led viewers to believe they were watching a continuation of the program rather than a commercial.
A spokesperson for Scottish Power responded, saying that the advertising partnership with George Clarke and his program aligned with the company’s mission to promote sustainable solutions for customers.
Stay tuned for more updates on this developing story, brought to you by London Pulse News.
