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ASA Adjudication on Westminster Recliners

Westminster Recliners

Unit 1, Gamma Terrace
Master Lord Office Village
Ipswich
IP3 9FF

Date:

20 February 2013

Media:

National press

Sector:

Household

Number of complaints:

1

Complaint Ref:

A12-214247

Ad

A national press ad, for a furniture retailer, stated "Over 50 years' experience".

Issue

The complainant challenged whether the claim "Over 50 years' experience" was misleading and could be substantiated because she believed they had only been in business since 2011.

CAP Code (Edition 12)

Response

Westminster Recliners (WR) said their Management Team's individual experiences in "Rise and Recline" chairs totalled over 50 years. They therefore believed they were entitled to make the claim "Over 50 years' experience" for the business.

Assessment

Upheld

The ASA considered that most consumers would interpret the claim "Over 50 years' experience" to mean that WR had been established over 50 years ago. Because that was not the case, we concluded that the claim was misleading.

The claim breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).

Action

The claim must not appear again in its current form. We told Westminster Recliners not to imply that their business had been established for a specific number of years unless they held evidence to substantiate the claim.

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