ASA Adjudication on Rolawn Ltd

Ad

A sponsored link on www.google.com claimed “Buy Britain’s Finest Turf … Rolawn’s famous Medallion turf from only £2.99 per square metre.”

Issue

North West Turf challenged the claim "Britain's Finest Turf".

CAP Code (Edition 11)

Response

Rolawn said their Medallion turf was grown from specially bred grass cultivars and that it was the most frequently specified garden and landscaping turf in the UK.  They said they were the only turf grower that submitted turf for independent quality testing by the Sports Turf Research Institute (STRI).  They said they had successfully registered "Rolawn Britain's Finest Turf" as a trade mark in 1996 and pointed out that, as part of the registration process, other interested parties were notified of applications and given the opportunity to object.

Assessment

Not upheld

The ASA noted Rolawn's comments.  We considered readers were likely to understand the claim "Britain's Finest Turf" to be a statement of Rolawn's belief in the quality of their product.  We concluded that the ad was not misleading.

We investigated the ad under CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) and 19.1 (Other comparisons), but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)