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.
B & Q - FLOORMASTER LOC
Complaint from: 1 viewer
Background
The advertisement, for a new, clip together, 'no-glue' wood laminate flooring range stated that "it costs no more than the ordinary stuff".The complainant believed that the advertising was misleading because Floormaster Loc was in fact double the price of 'ordinary' flooring.
Assessment
The advertiser stated that the intention had been to compare the price of the new Floormaster Loc flooring with that of the previous, tongue and groove/glue-together, version of the same product. When the new flooring was introduced, the per square metre list prices of both products had been approximately the same. The ITC judged that the nature of the comparison was unclear from the commercial. It noted that in comparison, with B&Q's own earlier range, Floormaster Loc was more expensive at the time of advertising as the older range was on special offer. It also believed that viewers might well assume that the price of the new product was being compared with 'ordinary', glue-together laminate floor products generally available from B&Q and similar stores. In the absence of evidence that at the time the advertising was shown, B&Q were selling Floormaster Loc for the same average price as these products, it agreed that the advertising had been misleading. It required that the advertisement not be shown again in its present form.
Conclusion
Complaint upheld.
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