Nueva Rumasa Makes it on the False Ad List.

Nueva Rumasa Makes it on the False Advertising List
The law firm Jausas Abogados is suing the Ruiz-Mateos family for having launched an ad campaign advertising the free give away of money. This case is one of false advertising committed by the family-owned conglomeration of business company, Nueva Rumasa.
False advertising is that type of ad that leads the audience to erroneously alter their economic behavior. On the same note, current legislation considers a false ad to be that which hides essential goods and products information from the client. Such an ad would induce the audience to make an erroneous economic choice and becoming a consumer.
Furthermore, false food ads may also be deceiving. These ads come about due to their low purchasing power in the market, and aim to persuade the audience into altering their eating habits. As a consequence, these ads lead to obesity, especially among children. According to the Spanish Medical Colleges Organization, an ad depicting someone gobbling down a huge hamburger is an example of a false advertisement.
The so called “light” goods and products should be banned since they deceive and lie to the consumer. The EU Regulation on Nutrition and Health Claims foresees the implementation of “measures to ensure that any claim made on foods' labeling, presentation or marketing in the European Union is clear, accurate and based on evidence accepted by the whole scientific community”. Moreover, the WHO asserts that obesity is an enigma that represents 8 percent of health care cost as well as 60 percent of European death cases.
In the United States, a giant billboard ad stated: “life’s short, get a divorce”. The ad illustrated a man and a woman in underwear. Chicago’s City Council did not approve and took it down.
It is important to offer better advertising, which along with realistic imaging, may give off security, serenity, and creativity. False and unethical ads must not erroneously manipulate audience. The lack of original ideas from advertising developers leads to the easy way out into consumer persuasion, thus degrading the genius and the vulnerability of a human being.
False advertising must end. Moral and ethical advertising must evolve. The erroneous means must not justify the ends into selling goods and products. (Translated by Gianna A. Sanchez-Moretti).

Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing.
clementeferrer3@gmail.com