ASA Adjudication on Fiat Group Automobiles UK Ltd

Ad

A national press ad, for the Alfa 147, stated "£13,950 Now you know why everyone's stylish in Italy" above a photograph of a car with an ebony roof. Text underneath the photograph stated "The limited edition Alfa 147 Collezione 2008. Exclusively designed 17" alloy wheels, interior from the finest Italian leather and a stand-out ebony roof on selected models. All from just £13,950 ...". A footnote stated "Model Shown, Alfa 147 Collezione 2008, 1.6 T.S. 120 bhp 3 doors at £14,450, Including leather interior, 17" alloy wheels and two tone paintwork".

Issue

The complainant thought the ad was misleading, because the headline price of £13,950 did not correspond to the car in the accompanying photograph.

CAP Code

Response

Alfa Romeo believed the ad was not misleading.  They stated that the starting price for the 147 Collezione 2008 range was £13,950 and pointed out that text underneath the photograph stated "All from just £13,950".  They argued that the ad made clear that the "stand-out ebony roof", which was a feature of the car in the photograph, was available only on "selected models".  They explained that the 17" alloy wheels and Italian leather interior were standard features on all three and five door 147 Collezione models, including the one featured in the photograph.

Alfa Romeo pointed out that a footnote contained information, including price, about the model featured in the photograph.  The footnote was intended to clarify that the model shown was one of the "selected models" and cost slightly more than models with the same specification but without the ebony roof.  They believed their method of price presentation was common practice in ads for cars.

They said they ensured that the model featured was not top-of-the-range and pointed out that there was a difference of only £500 between the headline price of £13,950 and the price of the featured car, £14,450, which was quoted in the footnote.  They said they would never feature a top-of-the-range product alongside the starting price for that range.

They suggested adding the word "from" to the headline price.

Assessment

Upheld

The ASA noted the headline price of £13,950 did not correspond to the car in the accompanying photograph.  We noted Alfa Romeo were willing to add the word "from" to the headline price.  We considered that addition would be an improvement but would not go far enough, because the Code stated that prices quoted should correspond to the vehicles illustrated.  We acknowledged that the price of the model featured was given in small print at the bottom of the ad but considered that was likely to contradict the impression given by the headline and photograph that the model featured could be purchased for £13,950.  We concluded that the ad was likely to mislead.

The ad breached CAP Code clauses 7.1 (Truthfulness) and 48.7 (Motoring).

Action

The ad must not appear again in its current form.  We told Alfa Romeo to ensure that headline prices were preceded by "from" if they were starting prices for a range, and that quoted prices corresponded to vehicles illustrated.  We advised them that it would be acceptable to quote both a "from" starting price and the price of the model featured, providing both prices were given equal prominence.

Adjudication of the ASA Council (Non-broadcast)