A national press ad for Pressplay, seen 6 October 2018, for an Android tablet, headed “AT LAST! an Android tablet for beginners”, which discussed various benefits of using a tablet. The ad provided an opportunity for readers to order an Android tablet, as well as other products, such as a keyboard wallet, self-help book and screen protector.
The complainant, who understood the product was not specifically designed for use by beginners, challenged whether the ad was misleading.
Pressplay Ltd acknowledged that the operating system for their Android device was similar to other models. However, they believed that the claim was justified on the basis of the wider support their customers received when buying their device. In that respect, they said they had pre-loaded a number of the most popular apps of interest to older users, so that their devices could be used straight from the box. Furthermore, they had produced a user guide for explaining basic lessons about the internet as well as instructions and tips on using their Android device and troubleshooting problems. They also offered telephone support to help with customer queries.
The ASA considered the ad was targeted at those with little technological experience, who would understand the claim “AT LAST! an Android tablet for beginners” to be an objective claim that the tablet was designed specifically to make it simpler and easier for people like them to use, compared to other tablets.
We understood that the tablet was delivered to customers with a range of apps pre-installed, and that Pressplay also offered other products and services to support their customers, including a user guide which was available at an additional cost. However, we considered the ad did not make clear that it was those features that Pressplay considered made the tablet specifically suitable for beginners, rather than that the tablet itself was specifically designed (either in its operating system or its design more generally) for beginners. Because the tablet itself was not specifically designed to make it simpler and easier to use for people with little technological experience, we concluded the claim “AT LAST! an Android tablet for beginners” was misleading and therefore in breach of the Code.
The ad breached CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. and 3.11 3.11 Marketing communications must not mislead consumers by exaggerating the capability or performance of a product. (Misleading advertising).
The ad must not appear again in its current form. We told Pressplay Ltd not to state or imply that their tablet was designed specifically to make it simpler and easier for people with little technological experience to use.