Learning from Bad Marketing: Lessons from ASA Rulings on World Marketing Day

By Philip Knowles– Head of Learning, Professional Academy

This World Marketing Day, celebrated on 27 May to mark the birth of Philip Kotler, the “father of modern marketing,” we’re reminded of the power of effective marketing to connect, inspire, and drive results. But what about when marketing goes wrong? At Professional Academy, we believe that some of the best lessons come from mistakes. Every Wednesday, the Advertising Standards Authority (ASA) publishes rulings that shine a light on marketing missteps, offering invaluable insights for marketers aiming to get it right. Let’s explore how these rulings can help you refine your skills and why World Marketing Day is the perfect time to commit to better marketing.

Why World Marketing Day Matters

On 27 May 1931, Philip Kotler was born, revolutionising marketing with his focus on customer-centric strategies and ethical practices. World Marketing Day celebrates his legacy, encouraging marketers to reflect on their craft. Kotler’s teachings remind us that marketing isn’t just about selling—it’s about creating value and building trust. But even the best marketers can stumble, and that’s where the ASA’s weekly rulings come in, providing real-world examples of what not to do.

Learning from ASA Rulings

The ASA, the UK’s advertising regulator, releases rulings every Wednesday, highlighting campaigns that breach advertising codes. These rulings cover issues like misleading claims, irresponsible messaging, or failure to substantiate claims. For example, recent rulings have addressed exaggerated health benefits in ads or unclear terms in promotions—mistakes that can erode consumer trust and damage brands.

By studying these rulings, available at the ASA’s rulings page , marketers can learn to:

• Ensure Clarity: Avoid vague or misleading claims. For instance, an ASA ruling might highlight an ad that overstated a product’s benefits without evidence, teaching marketers to back up claims with data.
• Stay Ethical: : Rulings often flag irresponsible ads, such as those exploiting sensitive issues. This reinforces Kotler’s emphasis on ethical marketing that respects consumers.
• Understand Regulations: Familiarity with ASA codes helps marketers navigate rules on pricing, endorsements, and digital advertising, reducing the risk of costly errors.

These lessons aren’t just about avoiding penalties—they’re about building campaigns that resonate and endure. Reviewing ASA rulings weekly keeps you sharp, ensuring your work aligns with best practices.

Turning Mistakes into Mastery

Bad marketing doesn’t have to define you—it can refine you. Each ASA ruling is a case study in what went wrong and how to do better. For example, a ruling on a misleading discount can teach you to double-check pricing transparency, while a case on offensive content highlights the importance of cultural sensitivity. By learning from others’ errors, you can craft campaigns that are compliant, compelling, and customer-focused.

At Professional Academy, we embed this mindset into our training. Our marketing qualifications and apprenticeships equip you with the skills to create impactful, ethical campaigns. From understanding consumer behaviour to mastering digital strategies, our programmes help you avoid the pitfalls flagged by the ASA and build on Kotler’s principles of value-driven marketing.

Why now

World Marketing Day is a call to action. As we honour Philip Kotler’s legacy, it’s the perfect moment to reflect on your marketing practice. Make a habit of checking the ASA’s Wednesday rulings