These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
MFI Autumn Sale
Complaint from: 1 viewer
Background
An advertisement for MFI claimed 'all sale prices are now VAT free,' implying a further reduction.
Issue
A viewer complained that he was denied the further reduction because he had not met the minimum 'spend' requirement which, he said, was not mentioned in the advertisement.
Assessment
Text in the advertisement read 'higher prices on selected items offered 10-23/7. Minimum spend applies.'
The advertising agency confirmed that the additional reduction was only available on purchases of £250 or more. It acknowledged that its claim that this reduction referred to 'all' sale prices could have been misleading.
The ITC did not uphold the viewer's complaint as text had warned that a minimum spend condition applied. It nevertheless judged that the advertising was misleading as the text contradicted the claim that the 'VAT-free' reduction applied to all sale prices. Text can be used to qualify an offer but cannot be used to correct an otherwise misleading advertisement. It required that the advertisement should not be shown again in that form.
Conclusion
Complaint not upheld but breach of ITC Code Rule 5.1.
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