Marketing Week Survey Is ‘Biased’

The Advertising Standards Association upheld a complaint against figures used in Marketing Week. The publication featured a survey analysing readership between Marketing Week, Marketing, Campaign and Media Week in June 1994. The research claimed that 94% of the advertising and media industry read Marketing Week. Complainants felt this was misleading as names were used from Marketing Week‘s own controlled database. The authority came to the conclusion that the research was “biased and invalid.”

A complaint was upheld for a feature in The Daily Telegraph offering free audio books with the only cost being a £3.00 postal order covering distribution from Holland. A complainant claimed their order was dispatched from England and therefore was cheaper than £3.00. The advertisers claimed the package was damaged on its way from Holland and had to be redistributed in England. The Authority judged that the offer was not free as the advertisers were still able to make a profit from it.

The Sun offered readers a chance to go to France for 50p by collecting tokens each day. A complainant said the headline on the Monday edition gave the impression that a token was available on that day. The Authority upheld the complaint saying the wording on the advertisement may confuse readers.

Advertising Standards Association: 0171 580 5555