ASA Adjudication on H Bauer Publishing Ltd
H Bauer Publishing Ltd
Academic House
24-28 Oval Road
London
NW1 7DT
Gems TV
PO Box 12916
Redditch
B97 9BT
Date:
11 October 2006
Media:
Magazine
Sector:
Leisure
Number of complaints:
1
Complaint Ref:
3107
Ad
A sales promotion for Gems TV in Take a Break magazine's Fate and Fortune section stated "One lucky Fate & Fortune reader will win this March birthstone ring with a gorgeous 1.9ct aquamarine gemstone set in 18ct solid gold, worth £592."
Issue
The complainant, who had had the ring valued at less than £592, challenged the claim "worth £592".
CAP Code (Edition 11)
Response
Gems TV said they had provided an aquamarine and gold ring to Take a Break for them to give away as a prize. They sent details of the ring; it comprised a 1.942 carat aquamarine set in an 18 carat yellow gold ring that weighed 3.44 grams. They sent a copy of a valuation from a jeweller which valued the ring at £592. They sent signed statements from Gems TV and the jeweller which stated that the companies were independent of each other.
Assessment
Not upheld
The ASA considered that the independent jewellers' valuation supplied by Gems TV substantiated the claim "worth £592".
We investigated the ad under CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness) but did not find it in breach.
Action
No further action required.
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