A magazine ad for a fuel company did not make misleading environmental claims.
When advertising a service such as delivery, construction or logistics it is natural for advertisers to want to promote themselves as the best option on the market. But a fine balance must be struck between highlighting credentials and exaggerating what is on offer.
Advertisers may want to make it seem like their delivery or construction service is cheaper than their competitors, but care needs to be taken to make sure this isn’t at the cost of truthfulness or the omission of important material information.
Material information is information that the consumer needs in order to make an informed decision about a product or service. In instances where a price for the advertised product or service exists, material information includes: the main characteristics of the product; the identity and geographical address of the marketer or other trader acting on their behalf; the arrangements for payment, delivery, performance or complaint handling; if consumers have the right to withdraw or cancel.
Advertisers may not want to limit themselves to comparing the price of their service with competitors and may also want to highlight other things they do well such as customer service or fast delivery.
The advertising rules do not prohibit such comparisons however they should only be made for a like-for-like service and superiority claims should always be supported with evidence that can be produced on request.