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.
BULL BOYS SHOES
Complaint from: 1 viewer
Background
Advertising for this product offered a free gift with the shoes: "a football autographed by Gareth Southgate, champion of the English national football team". The speaker later repeated that "Bull Boys give you the free gift football signed by Gareth Southgate". The complainant objected that this could mislead children who might expect each ball to be individually autographed rather than simply pre-printed.
Assessment
BACC told the ITC that, when they originally considered the script, they thought it could mislead and they asked for text to be added saying "Football with pre-printed signature". However, when the finished commercial was viewed, the advertiser had not added the warning. The BACC decided that, although some people might infer that the signature was an actual autograph, most viewers would assume that it was pre-printed. They therefore accepted the commercial.
The ITC judged that the advertising was capable of misleading younger viewers who were less likely to understand the economics and mechanics of providing real signatures on mass-market products. The advertisement finished its run during the investigation.
Conclusion
Complaint upheld.
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