Regulation Issues

Aero Chocolate 

TV

For the Aero Chocolate advert, the content stays within the ASA guidelines by being suitable for children and adults as it does not show footage that will affect childrens health or influence them to do dangerous stunts. It show the skateboarder on a skateboard which could be offensive or dangerous, however the skateboarder is wearing a helmet to protect himself from hurting himself.

I have found a quote from the ASA guidelines which clearly states 'Advertisements must not condone or encourage practices that are detrimental to children's health'. The Aero advert clearly following this rule by showing the skateboarder wearing the helmet on his head which encourages children to protect themselves and prevent harm. 

If the producers for the advert had shown at 0:15 seconds the skateboarder not wearing a helmet, a great offense to many may be generated and could cause discomfort towards the audience.

Print

The print advertisement stays within the ASA guidelines as it states under rules 3.4.1 'the main characteristics of the product'. This means that the product shown in the print ad will not be misleading to when shown in store. The inside of the chocolate is represented as looking like several chocolate balloons which is shown illustrated on the print ad. This is what the inside of the chocolate does look like and therefore is not misleading.  

Comparison
Both adverts from the same campaign stay within the same guidelines by not misleading the product and showing an accurate representation of what it looks like in store when buying it.

Pantene Shampoo 

TV

The Pantene Shampoo advert  makes boastful statements about what the product does to the consumers hair. This called advertising puffery. The statement it makes is 'strong is beautiful' indicating that the shampoo physically makes your hair stronger. It is misleading the viewers into believing that their hair would be physically stronger when in fact it would only be more resistant to breakage when combing. This may be criticised by many viewers.

Print

In order to steer clear of misleading the viewers, they should follow the ASA guidelines which is clearly states 'Obvious exaggerations ('puffery') and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead'.  The Pantene campaign must get rid of the slogan strong is beautiful as it might be misleading for the audience and thing their hairs will not fall out when brushing it. 

Comparison
 Both advertisements stay within the same guidelines by not materially misleading all of the audience and making all consumers hairs strong and healthy.