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.
B4U Movies
Complaint from: 1 competitor
Background
An advertisement on B4U Movies claimed that it was 'the world's number one Bollywood film channel.'
Issue
A competitor claimed that B4U did not have sufficient evidence to back up this claim.
Assessment
B4U believed that this claim was justified because it was a solely dedicated Bollywood movie channel that showed more critically acclaimed Bollywood films than any of its competitors.
The ITC did not share this view. It judged that viewers would take from this claim that by subscribing to B4U Movies they would be able to see more Bollywood films than they could with any competitor channel.
B4U supplied evidence that showed that over the course of a year the films it had shown had received better critical acclaim than certain competitor channels, but could not show that it had screened more Bollywood films than any other channel in the world.
The ITC judged that it should not make this claim again unless it could provide suitable evidence to back it up.
Conclusion
Complaint upheld. Breach of ITC Code Rule 5.2.1.
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