May 30, 2016  

Stella McCartney's Complaint of the Use of Her Name Dismissed

September 16, 2010 (4:44 am) GMT
The daughter of Paul McCartney finds her complaint about SCA Hygiene Products taking advantage of her brand dismissed by Advertising Standards Authority (ASA).

Stella McCartney's complaint against a feminine hygiene company for using her name in their promotions has been dismissed by an advertising watchdog. The fashion designer was angry to discover that bosses at Bodyform offered up underwear from her range as a prize in magazine and online adverts.

The campaign stated it was "not in association with Stella McCartney" but the stylish star decided to take action against SCA Hygiene Products (SCA) bosses. Chiefs at her company, Stella McCartney Ltd, contacted officials at the Advertising Standards Authority (ASA) to complain that the promos took advantage of her brand.

But ASA bosses have dismissed McCartney's complaint because SCA bosses were not required to obtain approval for the prize and the ad was unlikely to denigrate McCartney's name. A statement from ASA reads, "We therefore concluded that the ad did not take unfair advantage of the Stella McCartney brand by referring to it without permission and was therefore unlikely to be interpreted as denigratory."

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