ASA Adjudication on Flowers-For-All-Occasions.com
Flowers-For-All-Occasions.com
7 Waddington Road
St Albans
Hertfordshire
AL3 5EX
Date:
18 February 2009
Media:
Internet (sponsored search)
Sector:
Leisure
Number of complaints:
1
Complaint Ref:
71849
Ad
A sponsored link for a flower delivery service's website was headlined "Flowers Delivery Sunday". Text stated "Bouquet Delivered just for £9.99! Free Chocolates with Each Order".
Issue
The complainant objected that the ad was misleading because it stated that Flower-For-All-Occasions delivered on Sundays when that was not the case.
CAP Code (Edition 11)
Response
Flowers-For-All-Occasions said they would make "Sunday flower deliver" negative key words to ensure they were not displayed in sponsored search results in future.
Assessment
Upheld
The ASA noted, although the ad suggested they did, Flowers-For-All-Occasions did not deliver on Sundays. We concluded the ad was misleading.
The ad breached CAP Code clause 7.1 (Truthfulness).
Action
The ad must not appear again in its current form. We welcomed Flowers-For-All-Occasions decision to ensure that misleading text did not appear in future ads.
Adjudication of the ASA Council (Non-broadcast)
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