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"Alexa, Please Don't Listen": Ad Misstep Hints At A New Marketing Angle

By Steve Wynne-Jones
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"Alexa, Please Don't Listen": Ad Misstep Hints At A New Marketing Angle

On 14 February, the UK's Advertising Standards Authority (ASA) revealed a complaint it had received about an advert for Amazon's Echo Dot, which featured individuals using the platform for a myriad of different functions.

In one of these, a man's voice intones, "Alexa, reorder Purina cat food," with Amazon's virtual assistant, Alexa, responding by saying, “I’ve found Purina cat food. Would you like to buy it?”

The complainant, according to the ASA, said that his/her Echo Dot had similarly placed an order for cat food once the ad was played, challenging that the statement “Alexa, reorder Purina cat food” was socially irresponsible.

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