Ad description
A press ad for IKEA featured a DJ with various vinyl records on an Expedit storage unit.
Issue
The complainant, who believed that the number of records placed on each shelf exceeded the recommended maximum weight of 13 kg, challenged whether the ad was misleading.
Response
IKEA Ltd (IKEA) said the ad was part of a campaign that featured an IKEA EXPEDIT shelf with Vinyl records, the purpose of which was to show how IKEA solutions could support people with passions, such as English hip hop record producer and DJ, Harry Love, and his extensive record collection. All products were tested within their test lab in Sweden and the results for the EXPEDIT unit indicated that the product could withstand a weight of 13 kg per shelf.
They explained that four EXPEDIT units were used for the purposes of the ad. The vinyl records were not enhanced or edited and the average weight of the vinyl records used equated to 140 g each and approximately 92.8 records were placed on each shelf and did not exceed 13 kg. Because the records and their packaging varied in weight, each shelf contained a different number of records. The records were slightly tilted and not tightly packed and, although 12" vinyl records were available in different weights, the ad neither suggested that heavy weight records exceeding 140 g had been stored in the unit featured in the ad, nor did it imply that weights over 13 kg could be placed on each shelf.
The image made clear that the EXPEDIT shelf was robust and showed the extent of the product's use. It also demonstrated that IKEA furniture solutions could suit the individual circumstances of one person, based on what they needed the product for, in this case, vinyl records. They believed they had represented the product in a realistic function and had not exaggerated its capacity.
Assessment
Not upheld
The complainant believed the ad showed records packed into each shelf. Based on measurements of his own record collection, he understood between 90 and 100 vinyl 12" records could fit on each shelf and would weigh a total of between 16 kg and 20 kg, which exceeded the recommended maximum weight of 13 kg per shelf. However, the ASA understood from IKEA that the records featured equated to 140 g each and, based on the approximate number of records stored across the individual shelves, the total weight per shelf did not exceed 13 kg. The ad made no reference to the type of records featured and we understood that they varied in weight and size. We also considered that consumers were likely to interpret the ad as just one example of how the EXPEDIT unit could be used. We considered the ad had not exaggerated the capabilities of the product and therefore concluded that it 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), 3.9 3.9 Marketing communications must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify. Qualification) and 3.11 3.11 Marketing communications must not mislead consumers by exaggerating the capability or performance of a product. (Exaggeration) but did not find it in breach.
Action
No further action necessary.
