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.
SOMERFIELD STORES
Complaint from: 1 viewer
Background
An advertisement for Somerfield own label washing powder showed a woman loading clothes into her washing machine. She was using a box of Somerfield's soap powder and saying how good it was. A voice-over said: "This week all Somerfield's washing powder is even better value at half price. So why not try it?" whilst the superimposed text at the bottom of the screen stated: "£2.09 (with a line through it) £1.04. Half Price. 1.5kg. All Varieties." The complainant explained that he went to buy a 4 kilo box only to discover that the offer did not apply. Somerfield referred him to the disclaimer at the bottom of the screen. He objected that this was completely inadequate for people like himself who were elderly or visually handicapped.
Assessment
The ITC considered that the on-screen text refering to 1.5kg sizes was on the borders of legibility and noted that it contradicted the message given by the voice-over. It was, therefore, unlikely to correct the misleading main point that all Somerfield's washing powders were half price. The ITC concluded that the advertisement had been misleading. The advertiser confirmed that the advertisement would not run again.
Conclusion
Complaint upheld
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