The Stage

ASA censures Castingallstars.com for misleading ad

Published Wednesday 4 January 2012 at 10:57 by Matthew Hemley

An advert placed by an agency calling on extras and actors to audition to appear in a musical film has been censured by the Advertising Standards Authority for being misleading.

Castingallstars.com placed its advert in a magazine, urging extras, walk-ons, actors, singers and dancers to come forward and audition for a part in a “new musical film being filmed in London”.

The advert said no experience was necessary and requested interested applicants to apply online.

It added the company would contact people immediately to arrange an audition or interview at its studios in London.

Campaigner Clive Hurst challenged whether the advert implied the company was a direct employer rather than a casting agency and questioned whether the company could substantiate its claim that it was auditioning for a film being made in London.

He also questioned whether the advert was misleading for not telling applicants upfront fees were payable, and said he did not believe Castingallstars.com had a studio in London.

Responding, Castingallstars.com said they did not “formally audition candidates”, adding that people are interviewed to be included in its database.

The company admitted no members had yet been offered paid work but claimed they do not charge for their services. The company also submitted a rental agreement to show they have a studio in London.

However, after investigating the complaints, the ASA ruled that the advert placed by the company had implied it directly employed people and that the advert was therefore misleading.

It added that the advert was also misleading because it implied the company was formally auditioning people for a part in an upcoming film.

The ASA also found that the company’s rental agreement was for a desk in a studio, and said that, in the context of the advert, “the difference between having their own studio and renting a desk was a significant one”.

However, the ASA did not uphold Hurst’s complaint about upfront fees, claiming it understood that Castingallstars.com “did not charge upfront fees for attending the interviews”.