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Product: Health & Beauty
Advertiser: Body Beautiful
ASAI Code 7th Edition: 2.4c, 4.1, 4.4, 5.5, 5.15a, 5.15b, 5.15c, 5.15d
The advertisement stated:
“Body Beautiful would like to INVITE you to our DERMALOGICA EDUCATION DAY, for all your skin concerns. Tomorrow Wed 15th 3-7 pm. FREE facials from 3-7 (must be booked) goodybags, nibbles. Talk on skincare at 5 for all your concerns. For those who can't make it we are offering all facials @ a 50% discount (min 6 per person). To purchases facials or book call...”
The complainant said she rang the advertisers and booked her facial. On arriving for her facial, however, she was informed that she would have to pay €20 for the treatment or buy products to equal or greater value. The complainant considered the advertising to be misleading.
The advertisers said when conducting similar promotions in the past they had included the €20 deposit condition in their text message. They explained that this deposit was redeemable against products. If, however, a client did not pay the deposit they still received their free facial and consultation with skin analysis. The advertisers considered that a miscommunication may have occurred in this instance whereby when the therapist asked the client if they had paid the €20 deposit prior to commencing the treatment, the therapist did not explain that even if the client had not paid the deposit they would still have been entitled to receive the full treatment free of charge.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They reminded the advertisers that the information provided in their marketing communications should not mislead consumers and that the onus was on them to ensure that their promotions were conducted in accordance with their advertising. In the circumstances the Committee considered the advertising to be in breach of Sections 4.1, 4.4, 5.5, 5.15(a)-(d).
The Committee asked that the advertisers exercise greater care when conducting similar promotions in the future.