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Product: Household (Fuel)
Advertiser: Ahern Fuels
Medium: Facebook, Internet (Company Website)
ASAI Code 6th Edition: 1.6(c), 2.9, 2.22, 2.24, 2.27, 2.49 2.50, 2.51
The advertising was accompanied by a picture of a stove with a speech bubble emanating from it. The speech bubble contained the following information:
"The only fuel I need to keep warm this winter”
The following information was then provided:
Range of Superior Solid Fuels
Ireland's fastest growing ovoid for your Stove, Cooker, Inserts and Open Fires
Outstanding Quality - Great performance, burns longer and cleaner than any other ovoids - High heat output and low ash. Better for the environment produces up to 80% less smoke
The complainants, Arigna Fuels, considered the advertising to be misleading. They said that the claims made by the advertisers in relation to their ovoid fuel (Supertherm) being cleaner and longer lasting had no factual proof and lacked substantiation. They said that in making the claims the advertisers were in effect claiming that any other ovoid fuels on the market were inferior.
The advertisers said that the information provided on their Facebook page was based mainly on feedback from their customers. They said that they did not have any technical analysis to back these claims other than what their customers had been telling them. They said, if necessary, they would remove any information from their advertising as directed by the Authority.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the advertising claims were based only on customers’ comments.
They considered, however, that they were superlative claims that had not been substantiated. In the circumstances the Committee upheld the complaint under Sections 2.9, 2.22, 2.24, 2.27, 2.49 2.50 and 2.51 of the Code.