ASA: 'Teaching ad misled over pay rates'

by Staff, Campaign 30-Jul-08, 08:35

LONDON - The advertising watchdog today banned an ad for the Training and Development Agency for Schools, aimed at attracting new teachers to the profession.

The ad, by DDB London, featured a young teacher bantering with a pupil, while the voice-over said: "You could earn 34 grand a year. The banter's not bad either."

The Advertising Standards Agency ruled that the ad could mislead viewers into believing that the starting salary for a teacher was £34,000.

It said that only around a third of teachers could be earning that amount by their late 20s.

TDA acknowledged that the teacher featured in the ad had a youthful appearance. It maintained, however, that it had not intended to imply that he was earning £34,000.