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
QVC broadcast an advertisement for an Activator Security Scanner, a device designed to react to noise and activity by switching on electrical equipment to deter burglars.
The advertisement showed it being used with a small hi-fi unit. The presenter said QVC had sold many thousands of the devices with not a single one being returned, implying 100% customer satisfaction.
The complainant believed the advertising was misleading on two points. Firstly, that the advertisement did not warn customers that the device was not suitable for use with electrical appliances that switched automatically to stand-by mode, and secondly that the statement concerning customer returns was inaccurate. He had himself returned one to QVC on a previous occasion.
QVC said that the advertisement would in future make clear the position regarding stand-by mode. The ITC welcomed this additional information being given to viewers but did not find the advertisement misleading for not including it previously. The advertisement said that the device was suitable for lights and small hi-fi units but did not imply that it was suitable for other types of electrical equipment.
QVC admitted that customers had returned devices to them. It would ensure that the advertisement did not make this claim in future. The ITC upheld that point as the advertisement had given viewers misleading information.
Complaint upheld in part. Breach of ITC Code Rule 5.1