ASA Adjudication on Wing Wah Chinese Restaurants Group

Ad

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.”

Issue

One listener challenged whether the advertisers could substantiate the claim that the all-you-can-eat buffet was "world-famous".

BCAP Radio Code

Response

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.

Assessment

Not upheld

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.

Action

No further action necessary

Adjudication of the ASA Council (Broadcast)