Watchdog investigates anti-ageing teacher advert
Polly Curtis, education correspondent
14 January 2005
Billboard version of one of the ads from last year's TTA campaign
The advertising watchdog is investigating complaints that a teacher recruitment advert which claimed that working in a classroom was "better than any anti-ageing cream", was misleading.
One teacher, complaining to the Advertising Standards Authority (ASA), wrote that the claim was "ludicrous".
The TV ads are part of a series launched last September to recruit more teachers. They show teachers joking with their secondary school pupils alongside slogans including "work with the most exciting people in the country" and "work with the finest raw materials in the world".
But the advert which has caused the complaints claims that working with children has more power to keep you young than an anti-ageing cream.
The ASA confirmed that its complaint team was investigating the case and would make a judgement over whether the advert was misleading or not. A spokesperson said: "The complaints are that it is misleading."
One letter received by the authority read: "It is absolutely ludicrous; it misrepresents the situation in most schools." Another said: "The government shouldn't be allowed to make such claims."
If the complaints are upheld then the ASA could demand that the Teacher Training Agency (TTA) pull the ads.
A spokesman for the TTA said that applications were up 13.5% on last year following the campaign and that they had only received two complaints about the ads.
"The ad is one a series of five first shown in September 04 as part of the use your head teacher campaign. They were warmly welcomed at the time. And so far the number of inquiries from people eligible to begin teacher training is 13.5% up on this time last year.
"As far as reality is concerned the children in the advertisements were filmed in their schools in the presence of their regular teachers. The advertisements were trialled with teachers and potential teachers. The overwhelming response was that the advertising conveyed what makes teaching a rewarding career choice and enjoyable on a day-to-day basis."
Source: www.guardian.co.uk
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