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Product: Health & Beauty
Advertiser: Pure Pharmacy
Medium: National Press
ASAI Code 7th Edition: 2.4(c), 3.10, 4.1, 4.4, 4.9, 4.10
An advertisement in a newspaper showed an elderly couple smiling together and featured the following text:
“”We save €40 per month on our prescriptions! More money to spend on the grandkids.”
Pure Pharmacy – Price your prescription and save money at purepharmacy.ie or call 01 2893270.”
The complainant queried whether the claim was valid due to the lack of information provided. She said that when she had checked further it appeared the savings only applied to one or two medications which she did not take, and that the pharmacy she frequented charged the same.
The advertisers provided an email address for correspondence but failed to provide a response to the detail of the complaint.
The Complaints Committee considered the detail of the complaints. The Complaints Committee expressed concern at the advertisers’ failure to respond to the complaint. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
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, 4.9, and 4.10.
The advertising must not reappear in its current form.