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.
Accu-Chek Advantage
Complaint from: 1 viewer
Background
An advertisement for Accu-Chek Advantage - a blood glucose monitoring device for diabetics – stated that its price was "just £10 for the entire system from your pharmacist".
Issue
A viewer complained that this price did not include VAT and was therefore incorrect.
Assessment
People with diabetes are exempt from paying VAT on this product. However, there would be a proportion of purchasers - such as those buying the device for someone else - who would pay £10 plus VAT. The ITC therefore judged that the advertising was misleading for not stating that the £10 price did not include VAT.
Conclusion
Complaint upheld. Breach of ITC Code Rule 5.3.1
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