Brand name only
The recent PAAB Advisory on Small Space Ads is very welcome. However, it doesn't quite answer a question I have. If I have a static (one frame) banner ad, and I only want to direct the viewer to a landing page where we offer further information and samples, can I use the brand name only, without the indication and fair balance? There would be no claims.
Jennifer Carroll last edited by
Good Morning @charlton
If the surface of the ad does not prompt the inclusion of indication and fair balance, then yes, it would be acceptable to not include the indication and fair balance on the static ad. If there are claims/therapeutic mention on the static ad or the combination of the static ad and the landing page, this would prompt the inclusion of the indication and fair balance on the first surface with a marketing benefit claim. As a reminder, a marketing benefit claim can be explicit (e.g. text) or implicit (e.g. images).