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.
Sainsbury's - Scan and Pack
Complaint from: 7 viewers
An advertisement for Sainsbury's claimed that checkout staff would scan and pack customers' shopping.
Three viewers complained that their local Sainsbury's had explained that they only packed the first three items. Another three viewers said it was only the first four items. And the other viewer said it was the first bag.
The advertiser argued that there were no claims in the advertisement to suggest that Sainsbury's would pack all the customer's purchases. Its commitment to customers was that staff would "always, during the transaction, scan and pack the first few items into the carrier bag".
In the advertisement a shopper noted that Jamie Oliver was having his bags packed and assumed that he was getting star treatment, however a checkout assistant explained "we scan and pack now". The ITC considered that this gave the strong impression that Sainsbury's would pack all your shopping and not just the first few items. It therefore judged that the advertisement was misleading in this regard, requiring that it should not be shown again in its current form.
Complaint upheld. Breach of ITC Code Rule 5.2.3.