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.
Complaint from: 1 viewer
The advertisement showed a range of laminate and hard wood floor coverings starting from £2.98 per square metre. A voice over claimed "and that's all you pay because the underlay is completely free"
A viewer complained that the advertising did not make it clear that the free underlay was limited to just the laminate flooring costing £2.98 per square metre. She understood it applied to Floors-2-Go's complete range of floor coverings.
BACC said it saw the free underlay claim in the context of the £2.98 per square metre price quoted immediately before it. The ITC judged however that in the absence of a clear indication in the advertising to the contrary, it was not unreasonable for viewers to assume that it applied to all Floors-2-Go floors.
It judged that the advertising had not made the limited nature of the offer clear and was therefore capable of misleading viewers.
Complaint upheld. Breach of ITC Code Rule 5.2.3