Covid Vaccine Ads Misleading
September 2, 2022
The complaints said the advertisement, in its various forms, was misleading because of the wording: “Protect them for life. Immunise against Covid-19”. Respondents argued there was no life-long protection from a Covid-19 vaccine.
Some were also concerned that the use of the word “immunise” was misleading, based on how the vaccine worked, but this was not supported by the complaints board.
Most board members agreed the ads themselves did give the wrong impression, and upheld four complaints against the television advertisement, 29 complaints over the print version, and 11 complaints over the billboard and mobile phone version.
They agreed the likely consumer takeaway from the advertisement was that the Covid-19 vaccine offered life-long protection.