A global platform for local live-entertainment events urged viewers of its social media ad to “forget flowers this February 14th,” drawing the attention of several in the floral industry who alerted the Society of American Florists.  

As the watchdog of the floral industry, SAF is asking the company, Fever, to reconsider its marketing without disparaging flowers and is counting on its members to help it stay informed of other similar offenses. 

“If you see ads disparaging flowers, or articles that misrepresent the floral industry, please let us know, so we can reach out to these companies and news outlets,” says SAF Director of Marketing and Communications Elizabeth Daly. (Send negative ads to Daly at edaly@safnow.org)

The ad, which promoted Fever’s Candlelight Concerts Series, appeared on Facebook and Instagram with the caption, “Forget flowers this February 14th. What they really want is an experience.” The campaign also included video ads showing roses with the text, “This Valentine’s Day, candlelit concerts will outshine any bouquet.” 

Last year, SAF put financial tech company Klarna, photo retailer Shutterstock and four other companies on notice for their Valentine’s Day ads bashing flowers, warning them not to make the same mistake again this year.  

Daly says members of the floral community can complement SAF’s efforts by also reaching out directly to publications or businesses and communicating the impact this type of advertising can have on their businesses. 

“In your response, be objective, diplomatic, and reasonable,” she advises. “Describe why you find the article or advertisement offensive or unfair. Urge the media outlet or advertiser to refrain from disparaging flowers and urge them to promote products based on their own merits.”

Visit SAF’s Counteracting Negative Publicity resource center for more information. 

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.