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Bulletin: 15/3
Batch: 228
Reference: 24154
Product: Florists
Advertiser: Fleming Florist
Agency:
Medium: Internet (Company Website)
ASAI Code 6th Edition: 2.9, 2.22, 2.24
The advertisers’ website included the following information in relation to their delivery services:
“Nationwide Flower Delivery
Fleming Florist – Flower Delivery IrelandFleming Florist is Ireland's number one online flower shop. At Fleming Florist we deliver Nationwide. We've got every town and county in Ireland covered.”
Under the frequently answered questions section of their website the advertisers again reiterated:
“Fleming Florist is Ireland’s number one online flower shop and deliver flowers anywhere in Ireland and around the world…”
The complainant, who resides abroad, said that she purchased flowers on the advertisers’ website for delivery to an Irish address. The website allowed her to proceed with selecting her flowers, choose the delivery address and also took payment from her credit card for the service. She did not foresee any problem arising with her order as the advertisers had stated on their website that they “delivered nationwide” and had “every town and county in Ireland covered”. The next day, however, the complainant was surprised to receive an email to inform her that the advertisers did not deliver flowers to the area requested by her. She queried how this could be the case when they had stated that they delivered nationwide and to every town and county in Ireland. She considered that she had been misled by the information provided on the advertisers’ website and also queried why her transaction had been processed if the advertisers could not provide delivery to the area in question. She accepted that the advertisers had informed her to use a different provider but this was some 14 hours after she had placed her order.
The advertisers apologised for any inconvenience caused to the complainant and said that it had not been intentional on their part. They said they had amended their website to read as follows:
“At Fleming Florist we deliver Nationwide. We’ve got almost every town and county in Ireland covered.”
Under the their Delivery Areas and Locations in Ireland the advertisers also added the following information:
“In the event we are unable to provide service to any location you will be informed as soon as practical.”
Complaint Upheld
The Complaints Committee considered the detail of the complaint and the advertisers’ response. While noting the amendments to the website they expressed their concern that the advertisers had indicated in their original advertising that they ‘delivered nationwide’ and to ‘every town and county in Ireland’ when this had not been the case. They upheld the complaint under Section 2.9, 2.22 and 2.24 of the Code.
Action Required: The advertisement should not run in its original form again.