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.
CURRYS
Complaint from: 9 viewers
Background
Advertising for Curry's electrical stores claimed "We promise, if you find a cheaper price, we'll match it on the spot". The complainants reported that Curry's rejected their claims because they regarded the shops of the competitors quoted as too far away. They objected that the advertising had not explained this restriction.
Assessment
The ITC found that the complainants were correct. Curry's argued that, because details of the price promise were available in the stores, it was not necessary to include them in the advertising. The ITC did not accept this and reminded the BACC that significant qualifications to claims must be explained in advertising to avoid viewers being misled. The BACC acknowledged inconsistencies in the policy they applied to price promises of this kind. Some advertisers had been obliged to include restrictions, others had not.
The advertising ceased during the investigation.
Conclusion
Complaints upheld.
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