ASA Questions Cover Claims

Two front page claims fell foul of the ASA this week. One appeared on an edition of the Sunday Express and stated “Free outdoor concert tickets for every reader.” In fact, readers had to ring a premium rate number and enter a competition for a chance to get their hands on the tickets and a complainant said that the claim was misleading.

The Authority agreed that as not all readers would be able to get tickets, the claim was misleading. The advertisers did not try to defend themselves, preferring to thank the ASA for bringing the matter to their attention. They were told to take more care in future.

The other complaint was regarding the claim on the front of IPC’s MiniWorld magazine, claiming it was “The original and best selling monthly for the Mini.” A rival publisher challenged the claim about sales.

The Authority decided that the advertisers had not substantiated the claim because as it turned out they had used their total sales figures to the whole UK newstrade retail market, as recorded by their distributor Marketforce, and compared them with WHSmith Wholesale figures for the complainants, representing less than 30% of the complainants sales, grossed up to account for the whole market. The advertisers were asked to remove the claim from future advertisements.

ASA: 020 7580 5555 www.asa.org.uk

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