Posted 10th October

KBB companies hit by ASA advertisement bans

By KBBDaily on 10th October 2017 - 10:00am

Several kitchen and bathroom companies have been hit by bans from the Advertising Standards Authority – ASA – for advertisements, including eight different online advertisements from Better Bathrooms that were challenged by VictoriaPlum.com.

According to the ASA, VictoriaPlum.com challenged whether four email ads, two website ads and two television ads from Better Bathrooms were misleading due to several ads stating 'Up to 70% off' products and the company understood that only a few products were discounted by that amount, as well as a sale being extended into February 2017 following ads that stated 'Sale must end on the 31st January'.

The ASA said that it told Better Bathrooms that when making money off claims, they should “ensure that a significant proportion of sale items were discounted by the stated percentage, and that such claims represented the true overall picture of the sale”. The authority also told the company that it must not extend the closing dates of promotions unless “unavoidable circumstances beyond their control made it necessary”.

An online advertisement from Wickes for a kitchen sale – seen on the 9th May this year – which stated '50% off kitchen units' was challenged by a complainant who questioned whether the savings claim was misleading and could be substantiated. The ASA ruled that the higher prices of the kitchen units – as in the prices of the units when they were not on sale prior to the promotion – were “not the usual selling prices at the time the ad appeared”, and therefore ruled the ad was misleading.

The ASA also recently banned a radio advertisement from Wren Living, heard on Talk Sport on the 20th February this year, that stated 'Right now, in Wren Kitchens' winter sale, kitchens are half-price plus an extra 25% off – and there's 10% off sinks and taps. Hurry, offer ends tonight, 10pm'.

According to the ASA, a complainant challenged whether claim of when the offer ended was misleading due to their understanding that “later ads described the winter sale as ending on the 1st March”. Wren said that the 'offer ends tonight' part of the radio ad related only to the 10% off sinks and taps promotion, but the ASA ruled that this was not clear to consumers and that the ad was therefore misleading.


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