Cookies policy statement
We are using cookies on our site to provide you with the best user experience.
Disabling cookies may prevent our website from working efficiently. Click ok to remove this message (we will remember your choice).
OK

ASA Ruling on Homes Direct 365 Ltd

Homes Direct 365 Ltd

Unit G4, Commerce Way
Skippers Lane Industrial Estate
Middlesbrough
Cleveland
TS6 6UR

Date:

28 January 2015

Media:

Internet (on own site)

Sector:

Household

Number of complaints:

1

Complaint Ref:

A14-284300

Ad

The website www.homesdirect365.co.uk promoted furniture. The site included a number of products with the claim "Antique French" in their name, such as "La Rochelle Antique French Bed".

Issue

The complainant, who understood that the products described as "Antique French" were new and had not been manufactured in France, challenged whether the claim was misleading.

CAP Code (Edition 12)

Response

Homes Direct 365 Ltd said their terms and conditions stated that the items were antique reproductions and copied from French antique designs. They said a number of other companies used similar phrasing when describing their products.

Assessment

Upheld

The ASA noted Home Direct’s assertion that information regarding the fact the products were neither antique nor manufactured in France appeared in the site's terms and conditions. We considered, however, that that was material information that could influence a consumer's decision as to whether or not to purchase the items, and so should have appeared in a more prominent position. We noted that each individual product page included text such as "... completed in a stunning antique white finish to give that Shabby Chic look" and "As one of our most popular ranges the La Rochelle collection ...", and considered that once they had navigated to those pages, consumers would, in all likelihood, understand that the goods were new, not antique, and presume that they were French-style, as opposed to manufactured in France. Nonetheless, we considered that prior to viewing the individual product pages, consumers could mistakenly believe that the products were manufactured in France and that they were antiques. Because it was not made immediately clear that the products were "French Antique" style, we concluded that the ad was misleading.

The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising) and 3.9 (Qualification).

Action

The claims must not appear again in its current form. We told Homes Direct 365 Ltd to ensure they made sufficiently clear that their products were in the French antique style rather than antiques that had been made in France.

How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website.

Latest tweets

Make a complaint

Find out what types of ads we deal with and how to make a complaint.

Press Zone

This section is for journalists only. Here you will be able to access embargoed material, breaking news and briefing papers as well as profile details for the ASA press office.