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 - matured beef
Complaint from: 6 viewers
An advertisement for Sainsbury's claimed "only Sainsbury's sell a range of tender tempting twenty-one day beef".
Viewers, including two butchers, complained that the advertisement was misleading because it was also possible to buy a range of twenty-one day matured beef from independent butchers.
In its initial response Sainsbury's said it believed it was the first range of twenty-one day traditionally matured beef to be offered nationally by a major supermarket. It said that it had provided substantiation to the BACC and they were happy that the claim was a comparison with its leading supermarket rivals, rather than with independent butchers.
Sainsbury's said it did not intend to mislead viewers and although it did not agree with the complainants' interpretation that Sainsbury's were unique in selling this range of products, it immediately and voluntarily withdrew the commercial from air and amended the voice over to claim "Sainsbury's is the only supermarket to sell a range of tender tempting twenty-one day beef".
BACC accepted that the claim could have been open to the wider interpretation and apologised for the oversight. The substantiation had been adequate for the supermarket comparison, but inadequate to support the impression that Sainsbury's was unique in selling a range of twenty-one day beef.
Whilst it acknowledged the prompt action Sainsbury's took to correct the unintentional misleading impression created by the advertising, the ITC nonetheless judged the claim to have been misleading.
Complaints upheld. Breach of ITC Code Rule 5.1.