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Bulletin: 20/4
Batch: 263
Reference: 33954
Product: Retail
Advertiser: Dunnes Stores
Agency:
Medium: Various
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 5.5
Television advertisement:
A television advertisement began with a fridge being opened then closed and a Dunnes Stores €10 voucher that was clipped to the fridge was taken. After various household scenes where products from Dunnes Stores are being used, a voucher was shown being taken from a handbag and handed to staff and being scanned at the till with a further voucher being printed and handed to the customer.FVO: Go for better value every day, go for the essentials, for brands and beyond. Go for the freshest of what's in season. Go on, go for flavour, for more and for tastier than you ever imagined, even go for staying in. And whenever you go get €10 off your next €50 grocery shop. Only at Dunnes Stores. Always better value.
At the end of the advertisement, the voice over says: "and whenever you go, get €10 off your NEXT €50 grocery shop"
Text on screen stated "€10 off every €50"Press Advertisement:
A press advertisement for the Dunnes Stores Everyday Savers range featured various Everyday Savers products. The bottom of the advertisement stated:“Everyday Savers all included in the €10 Off Every €50”
In small text underneath it stated:
“Terms & conditions apply. See online for details. This is not a voucher.”Outdoor Advertising:
Two poster advertisements featured the €10 Off Every €50” offer.Poster 1:
A poster featured images of products from Dunnes Stores. In the centre of the poster was large text which stated:
“€10 off every €50”In smaller text underneath it stated:
“Get €10 off your next grocery shop with every €50 you spend. Terms & conditions apply. See in store for details.”Poster 2:
A Christmas advertisement for Dunnes Stores featured a cheese board. In the centre was large text which stated:
“€10 off every €50”In smaller text underneath it stated:
“Get €10 off your next grocery shop with every €50 you spend.”Three complaints were received regarding the advertising. The complainants considered that the statements “€10 off every €50” and “Get €10 off your next grocery shop with every €50 you spend” were misleading because customers who spent €50 received a €10 voucher off a subsequent shop of €50. The complainants considered that the advertising had stated that customers would receive €10 off every €50 grocery spend, including their first €50 spend, whereas a customer had to actually spend €100 in order to avail of the €10 off; €50 on their first shop to receive the voucher and a further €50 to use the voucher.
The advertisers stated that their intention in using ‘next shop’ was that once a customer spent the required amount the first time, they received a voucher to use towards their next shop, therefore, if they continue to shop, they would receive a voucher every time they spent €50.
The advertisers queried whether the word ‘every’ within the promotion mechanic was proving problematic, as they intended to review it internally in order to decide how they needed to proceed.
Following clarification of the complainant’s objections, the advertisers engaged with the ASAI Executive with a view to agreeing amendments. However, while they indicated that they were working on an agreed amendment, no further comment or confirmation was received, and the advertising was not amended.
Complaints Upheld.
The Complaints Committee considered the detail of the complaints and the advertisers’ responses. The Committee noted the advertisers’ intention to amend the advertising, however, they noted it had not been amended at the time of adjudication.
On examining the advertising objected to, the Committee considered that the wording did not make it clear that customers received a €10 off voucher on a subsequent €50 spend. In the circumstances, the Committee considered that the advertising was in breach of Sections 4.1, 4.4 and 5.5 of the Code.
ACTION REQUIRED:
The advertising should not appear in its current form again.