ASA Adjudication on Wing Wah Chinese Restaurants Group
Wing Wah Chinese Restaurants Group
Rocky Lane Industrial Estate
William Henry St
30 September 2009
Food and drink
Number of complaints:
A regional Radio ad for a Chinese restaurant stated “This summer you can go to your local Wing Wah and enjoy the world-famous all-you-can-eat buffet from just £8.99 per adult.”
One listener challenged whether the advertisers could substantiate the claim that the all-you-can-eat buffet was "world-famous".
BCAP Radio Code
Wing Wah Chinese Restaurants Group (Wing Wah) stated they would provide their response through the radio broadcaster.
BMRB said the term "world-famous" was not used as an objective statement in the ad, but was puffery and felt the average listener would understand that, in the context of an ad for a Chinese restaurant, the term "world-famous" was tongue-in-cheek and exaggerated. They believed most people would interpret the ad to mean that the buffet was good and not necessarily world famous.
The ASA considered that most listeners would understand that "world-famous" was being used subjectively, to indicate the advertisers positive opinion of its all-you-can-eat buffet, rather than as a factual description of the buffet and the extent of its reputation. We therefore concluded that the ad was unlikely to materially mislead listeners.
We investigated the ad under CAP (Broadcast) Radio Advertising Standards Code section 2 rule 3.1 (Misleadingness), but did not find it in breach.
No further action necessary
Adjudication of the ASA Council (Broadcast)