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.
Shop on TV
Complaint from: 1 viewer
Background
Shop on TV broadcast an advertisement for the beauty product Principal Secrets. At the end of the advertisement it announced that additional items would be sent free of charge to customers who called to order within thirty minutes of the advertising being shown.
Issue
A viewer complained that the advertising was broadcast frequently and always ended with the same offer. He believed it was misleading for the advertising to encourage customers to call quickly in the belief that they would receive something extra which, it seemed, was actually available all the time.
Assessment
Shop on TV apologised for the error. It explained that as a result of a scheduling error it had shown an incorrect version of the advertisement. It would ensure that in future the correct version - which did not include the call to order within thirty minutes - was shown. The ITC judged that the original version of the advertisement amounted to a false incentive to buy and that it could mislead viewers as the bonus offer was in fact available at all times.
Conclusion
Complaint upheld. Breach of ITC Code Rule 5.1.
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