Section 11- H&M advertisement.

 

H&M'S Self Conscious Advertisement sticks to the ASA rules by following their guidelines carefully and ensuring that they do not break the rules. As the advertisement advertises influencing a green environment by recycling their clothes they  must follow 'Rule 9' of the ASA rules. Rules about making 'green' claims for products or services. The Rule covers evidence, the clarity of claims and 'life cycle' of products.'

The rule states that the basis of the environmental claims must be clear. Unqualified claims could mislead if they omit significant information.

At 1:19 of the advertisement, text comes up up directed at the viewer, telling them to get involved in recycling their clothes. With this message, it is clear that H&M wants to attempt to get the viewers to recycle their clothes at their store. They end the advertisement with a re-assuring message of  'We'll make sure they get a new life' implying that they will ensure that the clothes are recycled and it gets to another person safely.

H&M could of broken the rules by not stating what the purpose of their advert was for. If  H&M hadn't stated the adverts purpose to get people to shop in their store or what they want people to recycle they would of been breaking the rules.

Another rule that the H&M advertisement must follow is that the advertisement must not contain any harm or offence to viewers. Since the advertisement is airing earlier on in the day and won't be restricted by a watershed the advert must contain light-hearted elements that won't be harmful or offensive to anyone.