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.
Co-op - last pint standing
Complaint from: 1 viewer
Background
An advertisement for the Co-op promised that if any of its stores had sold out of bread or milk customers would be able to get them free next time.
Issue
A viewer complained that the advertisement was misleading because her local store was not participating in the offer.
Assessment
The BACC approved the commercial based on confirmation from the advertiser that the offer would be available in all stores. However, in response to the complaint, the advertiser said that the offer was only available in 75% of its stores and admitted that the advertised claim could be seen as misleading. It therefore amended the advertisement to include the onscreen text "at participating stores."
The ITC noted the steps the advertiser had taken to amend the commercial, but nevertheless judged that it was misleading at the time of broadcast.
Conclusion
Complaint upheld. Breach of ITC Code Rule 5.2.3.
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