ASA Adjudication on Green Bullion Financial Services LLC

Ad

A TV ad, for Cash 4 Gold, included a voice-over that stated “I sent in my diamond wedding band from my first marriage and got more money back then I could ever have imagined … With gold, silver and platinum at their highest value in decades cash4gold.com is able to give you a great deal for your unwanted jewellery and because we own our refinery there’s no middleman which means more money in your pocket …”. On-screen text stated “Get a GREAT PRICE For Your GOLD … The Industry Leader … More Money in Your Pocket”.

Issue

Three complainants, who believed that Cash 4 Golds rates were well below market value, challenged whether the ad was misleading, because it implied that the best price would be offered when gold was exchanged.

BCAP TV Code

Response

Cash 4 Gold said the claims in the ad were subjective comparisons and did not state or imply that they would offer the best prices or market rates.  They said the price of gold fluctuated constantly and this, therefore made any fixed comparison in their ads difficult to support.  Furthermore, they pointed out that the quality of the gold they received, specifically, the gold content of jewellery, varied considerably.  Cash 4 Gold added that, if a customer was dissatisfied with the price they received, they could send back the cheque and have their items returned.

Clearcast endorsed Cash 4 Golds response.

Assessment

Not upheld

The ASA noted the several price related claims in the ad and, in particular, the claims that Cash 4 Gold offered a "great deal" and a "great price" for gold.  Although we noted the complainants concern that they implied that Cash 4 Gold would give customers the best price for their gold, we considered that viewers were unlikely to infer that that was the case.  We considered that they were likely to understand that the claims were subjective and represented Cash 4 Golds opinion of the price and service they offered. Furthermore, we considered that viewers were unlikely to expect from the ad that Cash 4 Gold would offer them the best market rates for receiving and processing their old jewellery. Consequently, we concluded that the ad was unlikely to mislead.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 5.1.1 (Misleading advertising) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)