Description:
A sponsored post from ‘’Dr. Annie, pediatrician’’ promoted the Dodo Pillow from Le P’tit Loup. The post claimed that the pillow had been tested by thousands of parents and made representations about its calming effects on children’s overstimulated brains, including promoting deep sleep. The advertisement claimed the product was sensory soothing, reduced nervousness and promised the end of restless nights.
Complaint:
The complainant alleged that the post presented an individual as a pediatrician, creating an appearance of medical credibility and professional authority to promote the product. The complainant alleged that this individual could not be identified and appeared to have been created for advertising purposes. Furthermore, the claims were made without any reliable scientific support.
Response:
Although Ad Standards requested a response from the advertiser, there was no response sent to Council.
Decision:
Council reviewed the social media post submitted by the complainant.
Council members noted that no evidence was provided to substantiate the identity or qualifications of the individual presented.
Council also noted that the post was directed at parents of potentially vulnerable children and conveyed an overall impression of medical legitimacy and efficacy. In the absence of supporting evidence, Council determined that the advertisement misleadingly suggested the existence of a medical endorsement and a scientific basis for the product’s effects. For these reasons, Council found that the claims were misleading and implied that they had a scientific basis that they did not truly possess, breaching Clause 1(a) (Accuracy and Clarity) and Clause 8 (Professional or Scientific Claims) of the Code.
Additionally, as the advertiser failed to provide any evidence to support the claims, Council found that the advertisement also breached Clause 1(e), which provides that all advertising claims and representations must be supported by competent and reliable evidence, which must be disclosed to Ad Standards upon request.
Council members unanimously determined that the advertisement breached Clauses 1 (a), 1(e) and 8 of the Code.
Infraction:
Clause 1(a), Clause 1(e) and Clause 8
