• 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

August 23, 2019
by Seona Parker
Comments are off

Print This Post Print This Post
Bulletin: 19/4
Batch: 256
Reference: 33444
Product: Motoring
Advertiser: Ford Ireland
Influencer:
Agency:
Medium: Internet, Internet (Company Website)
Codes:
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 4.22

  • Advertisement
  • Complaint
  • Response
  • Conclusion
  • A Google ad for Ford Ireland promoted:

    “Ford servicing for €129”

    Upon clicking through to the advertisers’ website, the service page listed the various elements included in the service and said:

    “All for just RRP €149 (All Ford cars)
    RRP €169 (Transit Courier/Transit Connect)
    RRP €199 (Transit Custom/ Transit Van)”

    After clicking “Book Your Appointment Now” the following page listed the below service options:

    “4 Years/80000 KM Blue Service €199.00
    5 Years/100000 KM Blue Service €199.00
    General Appointment PoR”

  • The complainant considered the advertised prices to be misleading as the final price he was quoted was €199, which was higher than that initially promoted.

  • The advertisers said that they acknowledged the Google Adwords copy stating “Ford servicing for €129” was incorrect and should not have been advertised as such at that particular time. They confirmed this National Recommended Pricing (NRP) and associated advertisement were correct at a point in time, but that they had since updated their Ford Motorcraft Service NRP which had not been reflected in their Google Adwords campaign.

    They said that the correct NRP for a Ford Motorcraft Service started at €149 as correctly presented in the second advertisement. They said that after this error was brought to their attention, they withdrew the relevant copy and replaced it with correct information. Furthermore, they advised, they also put in place a more robust process with their applicable advertising agencies to ensure this error does not reoccur.

    They said that in relation to the third advertisement, the price of €199 pertained to a “Ford Blue Service” which was a different service product offering to a “Ford Motorcraft Service” and therefore attracted different national recommended retail pricing figures.

  • Complaint Upheld

    The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted that the search advertisement “Ford servicing for €129” had been withdrawn and that a more robust process had been implemented to ensure that out-of-time offers are withdrawn.

    In relation to the presentation of the offer on the website, the Committee noted that the advertising stated “All for just RRP €149 (All Ford Cars)” whereas when the consumer attempted to book a service for that price, they were offered a Ford Blue Service at €199. The Committee noted that two different service options were involved, the Ford Motorcraft Service and the Ford Blue Service. They considered that the wording “All for” was likely to mislead when it was a starting price, a ‘from’ price.

    In the circumstances they considered the advertisement was in breach of Code sections 4.1, 4.4, 4.9, 4.10, 4.22.

    ACTION REQUIRED:
    The advertisement must not reappear in its current form.

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