International Advertising and Propaganda (MAC 424)
Layout and Illustrations
The composition and layout of advertisements should be such as to
minimise the possibility of misunderstanding by the reader. For example,
prices, illustrations, or descriptions should not be so placed in an
advertisement as to give the impression that the price or terms of featured
merchandise apply to other merchandise in the advertisement when such is
not the fact. An advertisement should not be used which features
merchandise at a price or terms boldly displayed, together with illustrations
of higher-priced merchandise, so arranged as to give the impression that the
lower price or more favourable terms apply to the other merchandise, when
such is not the fact.
Asterisks and Abbreviations
An asterisk may be used to impart additional information about a word or
term which is not in itself inherently deceptive. The asterisk or other
reference symbol should not be used as a means of contradicting or
substantially changing the meaning of any advertising statement.
Information referenced by asterisks should be clearly and prominently
Commonly known abbreviations may be used in advertising. However,
abbreviations not generally known to or understood by the general public
should be avoided.
Advertisements should not appear to approve or encourage actions which
contravene the law, self-regulating codes or generally accepted standards of
environmentally responsible behaviour.
Responsibility for the observance of the rules of conduct laid down in the
Code rests with the advertiser, the advertising practitioner or agency, and
the publisher, media owner or contractor.
Advertisers should take the overall responsibility for their advertising.
Advertising practitioners or agencies should exercise every care in the
preparation of advertisements and should operate in such a way as to enable
advertisers to fulfil their responsibilities.