June 18, 2018

Superimposed text, or “supers”, are the terms and conditions, referred to as “small print”, that viewers usually see at the bottom of a TV ad. Supers enable the advertiser to expand on, and qualify, the main messages of an ad.

The ASA reminds advertisers that supers should not contradict the main message of an ad or serve as a means of hiding important information. ASA complaints show that, sometimes, consumers find it difficult to read them in the context of the wider ad.

The ASA is looking for evidence on:

• how consumers use supers in broadcast ads, e.g. any research on whether viewers notice supers or seek them out and the reasons for this;
• the extent to which supers are legible to viewers and what presentational factors are key in determining this, e.g. any research relating to the impact of the font of the text, the spacing of the letters, how long the text is on screen for, or the length of the text;
• the extent to which consumers understand the content of supers, e.g. any research relating to consumer understanding of the types of qualifiers and clarifications that may appear in ads for financial services, utilities, insurance or gambling ads; and
• whether and how the use, legibility or comprehension of supers differs by demographics or visual acuity.

The consultation closes on 31 July 2018. To access the consultation, click here.