ASA Adjudication on Aquacoat Ltd

Ad

A leaflet for a company offering a roof coating material showed an illustration of how the product worked and included the statement "SAVE UP TO 40% OF HEATLOSS". The leaflet also stated "Our unique coatings have been designed incorporating the "Therma Gore Tex process" which can save up to 40% heat loss through your roof tiles".

Issue

Derbyshire Trading Standards challenged whether the claim "save up to 40% heat loss" could be substantiated.

CAP Code (Edition 11)

Response

Aquacoat Ltd did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by Aquacoat's lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response).  We reminded them of their obligations under the Code and told them to respond promptly in the future.

Because Aquacoat had not provided evidence to demonstrate the efficacy of the roofing material, we considered that the claim "save up to 40% heat loss through your roof tiles" had not been substantiated and that the ad was likely to mislead.   

The ad breached CAP Code clauses 2.6 (Non-response) 3.1 (Substantiation) and 7.1 (Truthfulness).

Action

The ad should not appear again in its current form.  We asked CAP to inform its members of the problem with Aquacoat.

Adjudication of the ASA Council (Non-broadcast)