UNISON warned over misleading advert that appeared to identify it as the Social Workers Union

Published by Professional Social Work magazine, 15 March, 2022

UNISON has had its knuckles rapped by the advertising watchdog for an advert which appeared to misrepresent it as the Social Workers Union.

The online advert was titled: 'The Social Workers Union – The Public Services Union – unison.org.uk'.

The Social Workers Union (SWU) claimed the advert could “mislead viewers into believing that UNISON is the same as SWU when they are entirely different, competing, entities”.

Responding to concerns highlighted on behalf of SWU, the Advertising Standards Authority (ASA) said: “We have assessed the issues you raised, and consider that the advertiser has potentially breached our rules.

“We have taken steps to address this. We have explained your concerns to the advertiser and provided guidance to them on the areas that require attention.”

An advice notice by the ASA said marketing communications must not mislead or “create confusion between the marketer and its competitors”.

The sponsored Google advert has now been removed.

A UNISON spokesperson said: “There’s no record of the Social Workers Union making any complaint directly to UNISON. 

"The Advertising Standards Authority contacted UNISON over concerns that an online advert risked potential confusion. The ad was revised, and the ASA required no further action. 

“Future advertising will make clear UNISON is the largest union in the UK representing social workers.”