IWantOneOfThose.com (IWOOT), replying on behalf of BBC Magazines, said in the period between 1 January 2011 and 31 August 2011, the advertised product was available for purchase on their website at a price of £39.99 and that during that period they made no sales. They also said in the period between 1 January 2011 and 25 October 2011, a similar product was available for purchase at a price of £49.99 and that they made four sales in that period.

IWOOT said they also considered two previous sales promotions when estimating demand for the advertised product. The first promotion appeared in the Doctor Who special edition of the Radio Times and offered readers a 15% discount on all Doctor Who merchandise. The promotion resulted in 16 redemptions. The second promotion also appeared in the Radio Times and offered readers 10% discount on all products available from the iwantoneofthose.com website. The promotion resulted in no redemptions

IWOOT therefore believed the ad would not generate demand in excess of 14 units, which they held at the time the ad appeared. They said for that reason, the ad did not state that stock was limited.

IWOOT said that upon realising they were unable to meet demand they contacted a range of suppliers in an attempt to source additional units of the advertised product. However, they said they were informed that the product had been discontinued and that additional stock was not available. They said they sought to ascertain whether they could obtain a suitable alternative product. However, due to the short time frame and limited range of available and similar substitute products, they were unable to reach agreement with the Radio Times as to a suitable replacement.

IWOOT said complaints in respect of the ad were handled by the Radio Times and that they were informed of the initial complaint only.

BBC Magazines explained that radio offers within the Radio Times would usually receive in excess of one hundred redemptions. They said IWOOT had sole responsibility for the promotion and assured them that they would have sufficient stock to satisfy demand. They also said they were not able to provide a figure for the number of consumers that attempted to redeem the offer, but said they were alerted to the problem by two phone calls to the Radio Times' customer service team. They said upon realising that consumers were experiencing problems redeeming the promotion, they contacted IWOOT to resolve the issue, but to no avail.