Wednesday, April 16, 2014

The ASA on insufficiently close comparisons

The ASA found's ad misleading for claiming "FURNITURE DIRECT FROM THE MAKERS By the time the average sofa hits the high street it's been marked up by 500%. Agents, importers and wholesalers all add a little extra along the way. Our unique and award-winning concept cuts out the middle steps and passes the savings on to you." Though the ad explicitly stated the that the typical high street price was "based on closest equivalent products in design and functionality," that wasn't enough. Most consumers would understand that the "high street" prices were for equivalent, not identical, products, but consumers would expect the high street items to be "of a similar quality, in terms of finish, and the materials used, not just design." Since they weren't, the ad was misleading.

US advertisers don't always know how good they have it.

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