Royal & Sunalliance's (R&SA) “Where's Lucky?” campaign, featuring an appeal from the owner of a lost dog, has fallen foul of the Advertising Standards Authority (ASA).
The ASA received complaints saying the advertisement exploited people's concerns for animal welfare and caused undue distress to people who believed the advertisement was genuine.
The ASA upheld the complaint, saying the campaign could distress people who had seen only the teaser advertisement and were likely to believe that “Where's Lucky?” was a genuine appeal.
R&SA agreed to include company details and clear company branding on all future advertising.
