Print This Post
Product: Utilities – Home Fuel
Advertiser: Kenny Fuels
Medium: Direct Mail
ASAI Code 7th Edition: 4.1, 4.4, 4.6, 4.9, 4.10, 5.5
A discount voucher offered customers money off a minimum spend. The voucher stated:
“€10 off anything under €500.
€16 off anything over €500.”
The voucher included a coupon code for redeeming the offer.
The complainant tried to avail of the discount using the provided code but noted that the only products being discounted were home heating oil. After enquiring, the complainant was advised that the discount only applied to oil products. The complainant considered that the advertising was misleading as it had not stated that the discount applied to oil products only.
The advertisers said that the intention was that the discount coupon related to the purchase of oil only and they accepted that the advertising had not specifically stated this. They said that prior to the advertising being issued, they engaged a third-party to draft their advertising and market their products, however, in this instance, the advertisement had been drafted inhouse by a member of their team and they acknowledged that the advertisement had not been drafted correctly. They said that they had been in operation for the past five years and had always tried to carry out their business honestly and to a high standard. They said that the advertisement was no longer in existence and that they had learned a valuable lesson.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
The Committee noted that the advertisement had been withdrawn. They considered however, the use of the term “anything” had created the impression that all products were included in the offer. In the circumstances, the Committee considered that the advertising was in breach of Sections 4.1, 4.4 and 5.5 of the Code.
The Committee noted that the advertisement was no longer in existence. They reminded advertisers that absolute language such as ‘Everything’ or ‘Anything’ must not be used when exclusions applied.