ASA Adjudication on Hi-Tec Ltd

Ad

A press ad, for golf shoes, featured Padraig Harrington holding a trophy. Text stated "HI-TEC POWERS PADRAIG TO VICTORY. Wearing Hi-Tec golf shoes will greatly increase your power and accuracy".

Issue

Four members of the public challenged the claim "Wearing Hi-Tec golf shoes will greatly increase your power and accuracy".

CAP Code (Edition 11)

Response

Hi-Tec Sports UK Ltd (Hi-Tec) said all the research on their Hi-Tec CDT Super Power golf shoes was carried out by a reputable sports analysis consultancy and that the research was independent and truthful. They submitted test reports that had been commissioned by them from Quintic Consultancy and also referred us to the information about CDT Super Power golf shoes on their website.

Assessment

Upheld

The ASA noted that Hi Tec's website contained testimonials from a number of golfers with respect to the CDT Super Power shoes, and in particular from top golfer Padraig Harrington. It also contained material detailing analyses of shots made by these golfers when wearing the Hi Tec shoes in comparison with another shoe, and the claim "100% felt they hit the ball longer".

We acknowledged that the Quintic Consultancy reports demonstrated detailed research intended to assist in the production of shoes specifically tailored for golfers. We noted they included testimonials from golfers, including Padraig Harrington, who felt that the CDT Super Power shoes had increased their stability and drive distance. However, we noted that this was not the case for all test subjects. We considered the claim "wearing Hi-Tec golf shoes will greatly increase your power and accuracy" implied that this would always and invariably be the case. Because Hi-Tec's evidence did not prove that, we concluded that Hi Tec had not justified the claim.

The ad breached CAP Code clauses  3.1(Substantiation) 7.1 (Truthfulness) 19.1 (Comparisons).

Action

We told Hi-Tec not to repeat the claim.

Adjudication of the ASA Council (Non-broadcast)