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Bulletin: 19/4
Batch: 256
Reference: 32658
Product: Household
Advertiser: City Paving
Agency:
Medium: Press
ASAI Code 7th Edition: 2.4(c), 3.10, 4.1, 4.4, 4.9, 4.10
An advertisement for City Paving & Landscaping included the following address details:
“Unit 30, Airways Ind Est, Santry D9.
Unit 16 Birch Ave, Stillorgan, Co Dublin”
The complainant considered the advertisement to be misleading as it had displayed two addresses that the company in question were not located at.
The advertisers failed to provide a response to the complaint.
Further Information:
The business located at the address Unit 30, Airways Industrial Estate, Santry, Dublin 9 advised the ASAI that no company named City Paving was located at that address.ASAI correspondence sent to Unit 16 Birch Ave, Stillorgan, Co Dublin was marked returned.
No response was received to ASAI correspondence sent to the advertisers’ address registered at the Companies Registration Office (CRO).
Complaint Upheld.
The Complaints Committee considered the detail of the complaint. 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 City Paving and as substantiation had not been provided in relation to the two addresses in the advertisement, the Committee concluded that the advertisement was in breach of Code sections 3.10, 4.1, 4.4, 4.9 and 4.10.
ACTION REQUIRED:
The advertisement should not be used in the same format again.