(vi) Violence/Anti-social behaviour Advertisements should contain nothing that condones or is likely to provoke violence or anti-social behaviour. (vii)Protection of privacy a) Advertisements shall not portray or refer to, by whatever means, any living person, unless their express prior permission has been obtained. b) This requirement applies to all persons, including public figures and foreign nationals. Advertisers shall also take note not to offend the religious or other susceptibilities of those connected in any way with deceased persons depicted or referred to in any advertisement. (viii) Claims a) Advertisers must hold documentary evidence to prove all claims made in an advertisement whether direct or implied that are capable of objective substantiation. If there is a significant division of informed opinion about any claims, they should not be portrayed as generally agreed. b) Claims that have not been independently substantiated should not exaggerate the value, accuracy, scientific validity or practical usefulness of the product advertised. Obvious untruths or exaggerations that are unlikely to mislead and incidental minor errors and unorthodox words are all allowed provided they do not affect the accuracy or perception of the advertisement in any material way. (ix) Testimonials and Endorsements Advertisements shall not contain or refer to any testimonial or endorsement unless it is genuine and related to the personal experience over a reasonable period of time of the person giving it. 23