Background
Ad description
An ad for a Seat Leon, on www.ArnoldClark.com, stated "11 Seat Leon 1.6 TDi Eco S Copa Cost New £17,880 [price crossed out] £11,488 Save £6392 on Cost New".
Issue
The complainant challenged the availability of the car at the advertised price.
Response
Arnold Clark said the car was available at the advertised price. They provided us with evidence to demonstrate that they had four of those vehicles sold or reserved at the advertised price at various branches.
Assessment
Not upheld
The ASA noted Arnold Clark had supplied evidence to show that vehicles of the description used in the ad had been available at the price claimed. They demonstrated that a number of vehicles had been sold or reserved at the same price or lower in the weeks that followed publication. We therefore concluded that the ad was not misleading.
We investigated the ad under CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. (Misleading advertising), 3.7 3.7 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation. (Substantiation), 3.17 3.17 Price statements must not mislead by omission, undue emphasis or distortion. They must relate to the product featured in the marketing communication. and 3.22 3.22 Price claims such as "up to" and "from" must not exaggerate the availability or amount of benefits likely to be obtained by the consumer. (Prices) but did not find it in breach.
Action
No further action.
