Bupa cancer ad banned over survival claims

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An advert for insurer Bupa has been banned for implying that cancer patients have a higher chance of survival if they receive private health care.

The Advertising Standards Authority (ASA) received 25 complaints about the television and video-on-demand ad that said: "Growing up my family always had Bupa health insurance. It probably saved my life."

The voiceover went on: "At 27 I was diagnosed with breast cancer. Straight away a specialist Bupa team were there for me ... That was seven years ago and Bupa's still here for me today."

On-screen text stated: "Specialist support teams. Access to latest proven drugs and treatments. Supporting you through your treatment."

The complainants objected that the ad was misleading because it implied that there was a higher chance of survival for cancer patients who received private healthcare.

Bupa said the ad made no such implication, and was based instead on a customer's testimonial of their personal experience of the insurer's support following their diagnosis.

The ad clearance agency Clearcast said it believed that the campaign did not exaggerate the effectiveness of Bupa's treatment services because it did not address the likelihood of success or the rate of recovery for Bupa's cancer patients.

The ASA acknowledged that the ad was based on a customer's testimonial and noted that it did not explicitly state that Bupa's patients had a higher chance of surviving cancer.

But it said the references to the benefits of Bupa's services were made in conjunction with the customer's "very prominent" claim that "it probably saved my life".

The ASA said: "They suggested that Bupa's services for cancer patients were superior in those respects to those offered by the NHS or other providers, and that cancer patients who received private healthcare through Bupa consequentially had a better chance of survival."

It concluded that the ad "implied that there was a higher chance of survival for cancer patients who received treatment through the advertiser and because that was not the case, the ad was likely to mislead consumers".

It ruled that the ad must not appear again in its current form, adding: "We told Bupa that their future advertising must not state or suggest that there is a higher chance of survival for patients who received private healthcare unless they held evidence to support the claim."

Advertising's most sexist ads
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Bupa cancer ad banned over survival claims

"A woman is only a woman but a good cigar is a smoke". Only a woman? Feminists would take issue at the "only" adverb, and the idea that any human being of either gender is inferior to a cancer-inducing product from Benson & Hedges.

Don't blame the ad men completely. That ad tag line is actually the evil work of one Rudyard Kipling. From a poem he penned called "The Bethrothed".

Now this is a creepy ad: "I have created a playground for men's hands." Armando Ghedini created wigs "for other men who adore women". This wig was also wash'n'wear. Nice.

The thoughtful signor Ghedini had also designed a wig to be combed in any direction, "for men to tousle". Men, he said, become "inspired" by women who wore it and women, Ghedini added, were grateful.

VW advertising has often been self-deprecating and clever. In 1960s America their ads were phenomenally successful, persuading thousands of Americans to ditch large thirsty home-made offerings for the company's cramped, noisy but economical Beetle.

Their ads flattered the intelligence of the American middle class. But this ad depicing a bashed-up VW bug? "Sooner or later your wife will drive home one of the best reasons for owning a Volkswagen". Not their female customers, clearly. What were they thinking?

Similarly, Easyjet also thought that a pair of ample breasts would be enough to help ticket sales. This ad dates back to 2003 when George Bush, Dick Cheney and Tony Blair were getting very animated about those hard-to-find weapons of mass destruction.

This particular ad garnered around 200 complaints to the Advertising Council and also escaped any ticking off. And plenty of publicity of course. It all worked out beautifully for Easyjet. Tits away, Stelios.

Car manufacturers and cigarette companies are regular sexist offenders. Here Italian typewriter maker Olivetti peddles the idea that young women are passive, servants ready to transcribe boardroom minutes at a moment's notice.

Where are Olivetti now in the global brand firmament?. Join the Olivetti girls. At ease, ladies, please.

Melon distributor F.H.Hogue of California thought his melons were pretty buxom and wanted to spread the word. Ho-ho, Mr Hogue.

There are plenty more examples and we'll be looking at more anther time. In the meantime let's leave with a woman knowing exactly where she should be (in the home, honey).

Here is a 1970s shoe ad from a brand called Weyenberg. You may find it hard to track down a Weyenberg shoe today however.

However, not all car makers followed such a well-worn patronising path. Back in the 1970s Honda in the US reversed the idea that women always needed cars with simple, easy-to-drive automatic gearboxes.

Despite offering both a manual and auto gearbox, neither was "a women's car" Honda stated firmly. Note the jaunty hat and jeans. A stab at selling to the US lesbian community? Or an independent straight girl fed up with stereotypes. Good for Honda.


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