ASA Adjudication on ASDA Stores Ltd

Ad

An online sales promotion for Asda opticians stated, "Our special World Cup offer: Free eye tests for all Uruguayans Like everyone in England, we couldn't believe our eyes when the Uruguayan referee and linesman failed to recognise Frank Lampard's equalising goal against Germany. We're responding by offering all Uruguayans a free eye test to avoid anything like this happeneing [sic] again. All you have to do is bring your passport into any Asda opticians ... Optical buying manager Nik Langrish-Dixon says: 'Let's face it - it could have been a very different game had the disallowed goal been counted. After the linesman's slip-up our expert opticians are concerned about the state of his Urug-eyes, so we're offering anyone with a Uruguay passport a free eye test' ... ".

Issue

The complainant, a British-Uruguayan, objected that the ad was offensive.

CAP Code (Edition 11)

Response

ASDA Stores Ltd (Asda) apologised for any offence the offer caused and said they did not intend to cause widespread offence. They said in future marketing campaigns Asda Opticians would extend such offers to all FIFA registered referees and their assistants. They confirmed that 15 customers had taken advantage of the offer of a free eye test.

Assessment

Not upheld

We understood that the promotion was intended to be light-hearted and humorous, exploiting the controversy resulting from the Germany and England World Cup game. In that context, while we acknowledged the attempt at humour might be distasteful to some, we considered that most readers of the ad would interpret it as football banter rather than malice towards Uruguayans. Because of that, we concluded that the ad was unlikely to cause serious or widespread offence.

We investigated the ad under CAP Code (Edition 11) clause 5.1 (Decency), but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)