Ad description
A paid-for YouTube ad for Charmfay Shop, seen in February 2026, featured an image of a model wearing a chunky, knitted hooded jumper with overlaid text stating, “Brave the cold in Viking knit”. A caption stated, “Men’s Vintage Viking Tribal Jacquard Celtic Muscle Line Inspired Art Plush Warm Hoodie”.
Issue
The complainant, who understood the clothing supplied was not knitwear and did not resemble the image, challenged whether the image and the claim, “Plush Warm Hoodie” in the ad were misleading.
Response
Persons(s) unknown t/a Charmfay Shop did not respond to the ASA’s enquiries.
Assessment
Upheld
The ASA was concerned by Charmfay Shop’s lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to provide a response to our enquiries and told them to do so in the future.
We considered that consumers would understand from the claims “Brave the cold in Viking knit” and “Plush Warm Hoodie” that the garment would be a chunky-knit hooded jumper. We considered that the image in the ad of a chunky, knitted, hooded jumper also gave that impression.
Charmfay Shop provided no evidence regarding the garment or the material from which it was made. In the absence of such evidence, we considered that the claim “Plush Warm Hoodie” and the visual representation of the product in the image had not been substantiated and concluded that it was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).
Action
The ad must not appear again in the form complained of. We told Persons(s) unknown t/a Charmfay Shop to ensure their future ads did not include misleading claims or images regarding their products and the materials used to make them. We referred the matter to CAP’s Compliance team.
