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It is vital that our customers can rely on the way we describe products before purchasing and we don’t want the advertising content that we produce to offend or cause harm to viewers.
‘Advertising’ is the term that describes all content produced by QVC that is used in regulated media from on-air claims to blogs posted by our presenters. Although there is some crossover with Quality Assurance (QA) requirements, the media and those who produce the content is what makes something advertising. For example, a claim that is visible on-air will form an advertisement, whereas a claim on packaging only seen by customers when the product is received will not. The distinction is important, because different rules apply in each case. For this reason, vendors need to make sure that any claims made for a product meet both sets of requirements.
Like all advertising in the UK, the output of QVC is subject to the Advertising Codes, which are independently administered by the Advertising Standards Authority (ASA). The ASA acts on complaints and proactively checks all media to take action against misleading, harmful or offensive advertisements.
QVC is committed to complying with the Advertising Codes, both to retain the trust of our customers and as a condition of our broadcast licence. We, therefore, place great importance on making sure that all on-air and online claims are legal, decent, honest and truthful. Our vendors and guests are contractually obliged to do the same.
QVC content should neither cause serious or widespread offence nor lead viewers to undertake unsafe actions or practices. We also require that claims are supported by robust, objective evidence.
An Advertising Claims Substantiation Form must be completed for any product that fits into one of our ‘Special Interest’ categories, i.e.
Or for any other products where it is claimed that there is a benefit that is not immediately apparent (e.g. energy savings, long-term effects, product superiority)
Please contact us if you would like to receive our guidance notes or frequently asked questions on advertising compliance.
We recommend that you view the related links to make sure that you are aware of other regulatory bodies that may be of assistance in making sure your claims will not be in breach of the Advertising Codes and relevant legislation.
There’s often no replacement, though, for advice tailor-made to your product. If you have any queries, or would like further information, please contact Advertising Compliance: email@example.com.
QVC is not responsible for the availability, content, security, policies, or practices of the above referenced third-party linked sites, nor liable for statements, claims, opinions, or representations contained therein. QVC's Privacy Statement does not apply to these third-party websites.
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