ASA Adjudication on Land of Leather

Ad

Objection to a national press and TV ad, for a furniture sale.

a. Text in the press ad stated "12 HOUR 10 am ... 10 pm SALE ... HUNDREDS OF SOFAS AND SUITES IN STOCK WITH MASSIVE SAVINGS";

b. The TV ad featured actors reclining on sofas that were reduced in the sale. A voice-over said "Land yourself a bargain land of leather ... at Land of Leather's 12 hour sale one day only this Thursday 10 am to 10 pm at a store near you".

Issue

1.  The complainant challenged whether the sale was genuine, because all prices in the shop she visited on the day of the event were the same discounted prices as before and after the event.

2.  The ASA challenged whether the savings claims in the press and TV ads were misleading, because we understood that the Recommended Retail Prices (RRP) were significantly higher than the prices at which the goods were normally sold.

Response

1. Land of Leather submitted three invoices that showed the price of a 'Josie' suite before, during and after the 12 hour sale.

In relation to the TV ad, the Broadcast Advertising Clearance Centre (BACC) said they had no further comments to add to those already made by the advertiser.

2. Land of Leather submitted letters from their suppliers confirming the RRP of goods sold in a sample of their stores.

In relation to the TV ad, the Broadcast Advertising Clearance Centre (BACC) said they had no further comments to add to those already made by the advertiser.

Assessment

1. Complaint upheld

The ASA noted the invoices showed a difference of £100 on the 'Josie' suite between the invoices dated before and after the 12 hour sale and the one issued on the day of the sale.  However, we were concerned that invoices were submitted for one model of suite only.  We considered that, in the context of ads that referred to many reduced items, the evidence supplied was not sufficient to prove the sale was genuine. We concluded that the TV and press ads were misleading.

On this point, the national press ad breached CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness) and the TV ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.3.1 (Accurate pricing).

2. Upheld

We were concerned that Land of Leather had not proved the RRP quoted in the press and TV ad were the prices at which the items were normally sold.  We considered that, because Land of Leather compared the sale price to the RRP in their TV and press ads, and had been unable to prove the items were sold at the RRP, consumers could be misled as to the value of potential savings they could make by attending the sale.  

On this point, the national press ad breached CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness) and the TV ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.3.1 (Accurate pricing).

Action

The advertising must not be broadcast again in its current form. In relation to non-broadcast ads, we told Land of Leather not to repeat the approach and advised them to consult the CAP Copy Advice team for guidance with future non-broadcast ads.