While promoting Taken 2 for the October cinema release, 20th Century Fox used a quote from what was from a tabloid newspaper the Daily Star with with this quote, heard on Spotify in the UK:
Eat your heart out 007, says the Daily Star - 10 out of 10
Well, that's not what it seems.
When a Spotify user complained to the UK's Advertising Standards Authority (ASA) if that quote was taken out of context. 20th Century Fox responds to the complaint saying that they provided an e-mail of there approval too use it in their ads, turned out, the ASA upheld that complaint saying:
We noted... that the e-mail approving the use of the quote "Eat your heart out 007 - 10/10" did not appear to have come from the same person who had written the published Daily Star review for Taken 2. In addition, we considered that the average listener would understand from the phrase "'Eat your heart out 007', says the Daily Star, 'ten out of ten'" that the quote had been made in a published Daily Star review. Because we understood that that was not the case, we concluded that the reference in the ad to the Daily Star's review of Taken 2 was misleading.
The ASA banned the audio ad on Spotify for breaching four rules, 2 on 'Endorsements and testimonials', one on 'Substantiation' and one on 'Misleading advertising'.
Daily Star's ACTUAL review gave it 2 out of 5 (not 10 out of 10 as the ads were saying) and this was a screenshot of what the review says:
(Worth noting the review doesn't mention James Bond, 007 or "10 out of 10")
...and also worth noting that critics weren't too impressed with the film either according to the Rotten Tomatoes website:
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