ASA Slows Down Max Power

Emap’s Max Power got bogged down in semantics when defending itself from a complaint against it to the ASA from rival magazine, Fast Car.

The complaint concerned a catalogue called the Demon Tweeks Performance Direct Catalogue. It was included with a copy of Max Power and an advertisement on the plastic wrapping stated “Free Exclusive Demon Tweeks Performance Direct Catalogue…Catalogue Exclusive To Max Power“. As the catalogue had also been offered free by the complainant’s magazine, it was questioned whether the catalogue could be described as “exclusive” to Max Power.

Emap argued that the term “exclusive” was “generally used to refer to a product featured in a particular medium for the first time.” They pointed out that their rivals had not featured the catalogue until two months later. However, the ASA noted that the catalogue had been available from Demon Tweeks since February 2001, while it did not appear with Max Power until May.

The decision was taken that readers could infer from the use of the wording “catalogue exclusive to Max Power” that the catalogue was only available through that magazine. As this was not the case, the wrapping was considered misleading. The advertisers were told not to use the term again unless the catalogue was only available via their magazine.

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

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