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Product: Car Parts/Accessories
Medium: Online - Company Website
ASAI Code 7th Edition: 3.10, 4.10, 4.22
The advertisement provided the following information in relation to delivery and related charges:
“Roof Boxes Delivery 1-3 Working Days After Dispatch €19.50”.
The complainant said when they ordered a roof box online and added it to their basket, the delivery charge increased from €19.50 to €49.50. They considered this to be a huge difference from the €19.50 previously indicated.
The advertisers failed to provide a response to the complaint.
The Complaints Committee considered the detail of the complaint and expressed concern at the advertisers’ failure to respond in the matter. They reminded them that there is an onus on advertisers to demonstrate that their advertising is in conformity with the Code.
The Complaints Committee noted that the Code required that “A marketing communication should not mislead, or be likely to mislead by inaccuracy, ambiguity, exaggeration omission or otherwise.” (Code Section 4.1). They also noted the Code requirement that “Before offering a marketing communication, advertisers should satisfy themselves that they will be able to provide documentary evidence to substantiate all claims that consumers are likely to regard as objective.” (Code Section 4.10) and “If a price is stated in a marketing communication, it should relate to the product depicted or specified and care should be taken to ensure that prices and illustrated products match” (Code Section 4.22).
In this case as no evidence had been provided to substantiate the claim made in the advertisement that the delivery charge was available for the stated €19.50 and in the absence of a response from the advertisers, the Committee concluded that the advertisement was in breach of Code Sections 3.10, 4.1, 4.4, 4.10 and 4.22.
The advertisement should not appear in the same format again.