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.
Chicago Town Pizza
Complaint from: 2 viewers
An advertisement for Chicago Town Pizza claimed it was "America's best-selling frozen pizza".
Viewers complained that the best-selling claim was false because Chicago Town Pizza was not sold in the United States.
The manufacturer, Schwan, explained that although this particular brand was not sold in the US, it used exactly the same ingredients and production processes to make pizzas sold under five different brand names for the US market.
The BACC supported this substantiation and pointed out that the terms of the claim were made clear by superimposed text stating "this pizza is sold under other brand names too" and "manufactured in the UK".
The ITC learned that in error only some of the advertisements using the best-selling claim carried the superimposed text. The BACC confirmed that the advertising agency would reinstate the superimposed text when the commercials were next shown.
The ITC considered that the disclaimer was necessary to clarify the terms of the claim - without it the advertising was misleading. It noted that the superimposed text would be reinstated and required that it should feature in all advertisements that made the same best-selling claim.
Complaints upheld. Breach of ITC Code Rule 5.2.3.