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 Copy Advice and complaints
Does copy advice influence an SRO's decision in the event of complaint?In the event of complaint, an SRO's adjudication committee is not bound by pre-publication advice previously offered by the secretariat (i.e. permanent staff). However, an advertiser who has disregarded copy advice will be expected to provide convincing reasons for his action and non-compliance obviously increases the chances of a complaint being upheld. Does copy advice guarantee that there will be no complaints?Copy advice reduces the risk of infringements of the rules and consequently of an advertisement giving rise to complaints of substance, although it cannot completely eliminate the risk. Final responsibility for the veracity of advertising claims rests with the advertiser himself. If a competitor or a consumer identifies an exaggerated or misleading claim, the complaint is likely to be upheld. In the area of offence, it is notoriously difficult to predict public reactions, which are sometimes influenced by topical events and controversies.
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