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2010.02.03 - News Editor

Recently, as many of you have seen, KMC Chain Europe BV produced and published an advertisement featuring my image and a statement and endorsement attributed to me.

KMC did not obtain permission to use my image or attribute any statement or endorsement to me.

My management team complained to the Advertising Standards Authority (ASA) a body that regulates adverts in all media types.

The ASA challenged KMC to prove that, amongst other things, I had given my permission for my image to be used and my name to be attributed to their words of endorsement.

KMC failed to prove they had any rights to my image or any endorsement  used in their advertisement.

The ASA upheld my management team’s complaint showing that KMC’s advertisement breached five codes of advertising two of which were truthfulness and substantiation.

Full details of my case can be found at then click on ‘recent adjudications’.

I would like to thank the ASA for their speedy and professional handling in this matter, it’s good know they are out there to help us all.



1   Comment

  1. Steven says:

    Hi Emma,
    I’m a magazinemanager magzine myself and we always are very carefull in using images and names of athletes. My magazine covers another sport but you’re right. You should have no guilty feelings about it – it’s not done in the business, no matter what.

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Name: Emma Karolina Johansson.

Profession: Cyclist

Born: 23 Sep 1983, Sollefteå, Sweden.

Team: Wiggle High5

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