A prize draw featured on Stoves World’s Facebook page, seen on 19 December 2017, which stated “WIN A HENLEY HAZELWOOD 5 STOVE-WORTH £999- SIMPLY LIKE AND SHARE THIS PAGE TO ENTER OUR COMPETITION!! #HENLEY #STOVESWORLD #WOODBURNING #STOVE #CARDIFF www.stovesworld.com ”.
The complainant challenged whether the ad was misleading because it failed to include any applicable terms and conditions.
Stoves World Ltd did not provide a substantive response to the ASA’s enquiries.
The ASA was concerned by Stoves World Ltd’s lack of substantive response and apparent disregard for the Code, which was a breach of CAP Code rule 1.7 1.7 Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code. (Unreasonable delay). We reminded them of their responsibility to provide a response to our enquiries and told them to do so in future.
The CAP Code stated that all marketing communications or other material referring to promotions must communicate all applicable significant conditions or information where the omission of such conditions or information was likely to mislead.
We considered that consumers would understand the claim “simply like and share this page to enter our competition” to mean that by doing so, they would be entering into the prize draw and would have a chance of winning the Henley Stove advertised. However, we understood from the complainant that a winner would be selected only once the post itself received 2,500 likes. We therefore concluded that in the absence of that condition and any other significant conditions from the ad, it was in breach of the Code.
The ad breached CAP Code (Edition 12) rules8.17 and
How to participate
How to participate, including significant conditions and costs, and other major factors reasonably likely to influence consumers' decision or understanding about the promotion Significant conditions for promotions).
The ad must not appear again in the form complained of. We told Stoves World Ltd to ensure that ads for future promotions included all significant conditions. We referred the matter to CAP’s Compliance Team.