• Cookies Policy
  • ASAI and Remote Working
  • Links
  • Publications
Ph: (01) 6137040 // Email: standards@asai.ie
linkedin
twitter
  • Welcome
  • Make a complaint
    • Advertisement or Promotion
    • Online Behavioural Avertising
  • About ASAI
  • Advertising & Self Regulation
  • ASAI Code
  • Complaints Bulletins
  • News

Motoring

April 18, 2019
by Seona Parker
Comments are off

Print This Post Print This Post
Bulletin: 19/2
Batch: 254
Reference: 31443
Product: Motoring
Advertiser: Applegreen
Influencer:
Agency:
Medium: Radio
Codes:
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10

  • Advertisement
  • Complaint
  • Response
  • Conclusion
  • Voiceover:
    “It's almost 5pm. Time to say we want more! We want....oh… We already have it.
    Fuel good from Applegreen. Our most advanced fuel ever, at no extra cost. The fuel revolution starts here. Applegreen - low fuel prices, always.”

  • The complainant considered the slogan “Low fuel prices, always” to be misleading and untrue. He considered that the fuel prices were not low and that they were on the rise. He also considered the advertisers’ prices were not low in comparison to other fuel providers.

  • The advertisers in providing substantiation for their use of the slogan “Low fuel prices, always” referred to the driving objective of their pricing strategy since the launch of their brand in 2005. They said they had researched quantitatively with consumers and had nationally representative evidence to support this claim on both a consumer perception and buying behaviour basis. They said that in June 2018 they began additising their fuel to provide greater fuel efficiency and value for their customers, at no extra cost to them.
    They said they were making a relative claim, not an absolute or directly comparative one, and that this was typified in many industries such as air travel, hotels, retail, financial services, etc.
    The advertisers noted that the majority of the components of the fuel price were outside of their control. They said that 95% of the price was made up by government charges and product and distribution costs(1). They said that oil prices were determined on international markets and fluctuate regularly. In addition, they said that approximately 60% of the amount the customer paid for fuel at the pump were excise duties, VAT and government levies, which fluctuate depending on the international market price.
    The advertisers said that for things that were in their control, they made every effort to live up to their “Low fuel prices, always” slogan commitment. The advertisers provided, on a confidential basis, analysis of their pricing versus competitors for their claim “Low fuel prices, always”.

    FOOTNOTE
    (1) http://www.ipia.ie/wp-content/uploads/2018/11/What_determines_pump_prices.pdf

  • Complaint Not Upheld.
    The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted the advertisers’ comments in relation to making a relative rather than an absolute claim. They also noted that they had provided evidence to demonstrate their ‘low’ claim promise.
    The Committee concluded that the advertising was unlikely to mislead consumers and did not uphold the complaint.

    ACTION REQUIRED
    No further action required.

Social Share

    Complaints Bulletins

    • Complaints Bulletins
      • 22/4
      • 22/3
      • 22/2
      • 22/1
      • 21/5
      • 21/4
      • 21/3
      • 21/2
      • 21/1
      • 20/6
      • 20/5
      • 20/4
      • 20/3
      • 20/2
      • 20/1
      • 19/6
      • 19/5
      • 19/4
      • 19/3
      • 19/2
      • 19/1
      • 18/5
      • 18/4
      • 18/3
      • 18/2
      • 18/1
      • 17/5
      • 17/4
      • 17/3
      • 17/2
      • 17/1
      • 16/7
      • 16/6
      • 16/5
      • 16/4
      • 16/3
      • 16/2
      • 16/1
      • 15/6
      • 15/5
      • 15/4
      • 15/3
      • 15/2
      • 15/1
      • 14/8
      • 14/7
      • 14/6
      • 14/5

    Search:


    Filter by:

    Reset

    ©ASAI 2021 // 7 Herbert Street, Dublin 2, D02 K838 // Ph: (01) 6137040
    website by smudge design
    /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - start */ /* ----------------------------------------- */ /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - end */ /* ----------------------------------------- */
    This website uses cookies to improve your browsing and interactive experience. If you are happy to proceed with this, please click Accept

    If you wish read more about our cookie policy please Read More
    Privacy & Cookies Policy

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
    Non-necessary
    Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
    SAVE & ACCEPT