Background

Misleading Advertising: Maclaren.uk breaks the UK Ad Rules for making misleading “lie-flat” claims for the Quest buggy on the website Maclaren.uk.

The ASA investigated the Maclaren.uk website in relation to its “full recline 4-position seat”, “fully reclined” and ‘lie-flat” claims for the Quest buggy. The ASA understood the Quest buggy didn’t fully recline to 180 degrees; in fact it reclined to 153 degrees. The Quest buggy was only able to fully recline to 180 degrees if the consumer purchased the Maclaren Carrycot in addition to the Quest buggy. This could then be attached to the stroller. The ASA found the ad did not make sufficiently clear that the lie-flat Carrycot was not a standard feature included with the buggy.  As such, the “lie-flat” and “fully reclined” claims were considered misleading.

The CAP Compliance team contacted Maclaren.uk but, in the absence of an assurance to comply with the Code, we took the decision on 25 May 2018 to place them on this section of the ASA website. These details will remain in place until such a time as Maclaren has amended the Maclaren.uk website to ensure compliance with the CAP Code.

View ruling


More on