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.
Complaint from: 3 viewers 1 competitor
An advertisement for promotional offers at Argos claimed a series of reductions on certain ranges of goods, for instance "up to 10% off jewellery...", "up to 15% off telephones..." and "up to 20% off shavers...". The commercial ended with a copy of an Argos promotional booklet, October Plus, being placed on top of the full Argos catalogue, whilst on-screen text stated "offers are on selected items - see booklet for details".
Complainants objected that the commercial gave a misleading impression of the numbers of goods included in the promotion.
The BACC reported that the advertisement was intended to promote the discounts on the specific goods contained within Argos' October Plus booklet, rather than to apply to the full catalogue. The ITC considered, however, that the overall impression given by the advertisement was that the entire range of Argos goods mentioned was included in the promotion, rather than a proportion of goods within a separate booklet. It did not consider that the on-screen text at the end of the commercial was sufficient to rectify this impression.
The ITC agreed that the advertisement was misleading and instructed that it be withdrawn.