What is relevant is not the literal meaning of a phrase; rather it’s impact on the consumer and if the impact tends to create humorous or hyperbolic impact and is not likely to be understood as making literal or misleading claims, the same will be permissible. Writing copy in an advertisement is an art and a copy writer will have thus, the freedom to express his own view and he will also have freedom of depicting the product in a manner which might, at the first sight appear to be obvious untruth and exaggeration, however, it’s final impact on the reader/consumer is humorous. Such an expression may sound as an obvious untruth or an exaggeration, however, if it ultimately causes an impact on the reader/consumer which is humorous or hyperbolic, the expression would be within the Advertising Code. Aditya Kumar Jha v. Union of India, 2017 (121) ALR 66.
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