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Advertiser: Woodies DIY
Medium: Online - Company Website
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 4.27, 4.28(a)
The advertisement on the advertisers’ page stated the following:
“3 for 2
All Dulux Interior Paint*
*Excludes Moda & Testers”
The complainant said that the advertised offer was for all Dulux interior paints but had an asterisk pointing out that some paints by the brand were not included which was written in small text.
The advertisers said that the image they used was a stock image from Dulux showing a living room painted in a colour which was available in a specific colour range. They said the advertisement specified that the colour range in question was excluded, however the colour that was featured could be mixed as a standard emulsion on their Dulux tinting system in store and would qualify as part of the promotion.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee considered that it was not acceptable for advertisements to include offers which suggest that all stock is subject to a particular reduction or on sale while providing for exclusions in the small print, even where the headline is linked by way of an asterisk or similar to the qualification.
The Committee noted that the advertisement had used the word ‘All’, therefore, the impression created by the advertising was that all stock in the particular range was included in the promotion. In view of this, the Committee concluded that the advertising was in breach of Code sections 4.1, 4.4, 4.9, 4.10 and 4.28(a).
The advertising must not reappear in its current form. Absolute language such as ‘All’ must not be used when exclusions apply.