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Advertiser: Celtic Field Sports
Medium: Online - Company Website
ASAI Code 7th Edition: 2.4(c), 3.10, 4.1, 4.4, 4.9, 4.10
The advertisers’ website promoted various hunts, including Ibex hunting.
“Hunting Ibex in Ireland
Here at Celtic Field Sports we have access to hunting grounds populated by ancient herds of Ibex goats, many of which share their roots with animals brought over by the first settlers of Ireland more than 10,000 years ago. Whether you are hunting with us in Wicklow or Kerry Ibex goats dot the landscape and make for an elusive prey species and a memorable trophy.”
The website featured various images of hunters holding onto the horns of goats they had hunted.
The complainant considered that the reference to Ibex goats was misleading as Ireland does not have this type of goat. The complainant said that ‘Ibex’ refers to a specific species of wild mountain goats which is a different species to ex-domestic feral goats in Ireland.
The advertisers did not respond to a request for comment.
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.
The Committee noted the requirement of the Code that marketing communications should not mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise (4.1); that Advertisers should not exploit the credulity, inexperience or lack of knowledge of consumers (4.4); and that marketing communications should not contain claims – whether direct or indirect, expressed or implied – which a consumer would be likely to regard as being objectively true unless the objective truth of the claims can be substantiated (4.9); and that relevant evidence should be sent without delay if requested by the ASAI and should be adequate to support both detailed claims and the overall impression created by the marketing communication (4.10).
They noted that evidence to support the claims in the advertising had not been submitted to the ASAI and in light of this and in the absence of a response from the advertisers, the Committee concluded that the advertisement was in breach of sections 3.10, 4.1, 4.4, 4.9 and 4.10 of the Code.
The advertising should not reappear in its current form unless evidence is provided for the claims made.