ASA bans Laithwaites ad

29 February, 2012

A Laithwaites ad has been banned by the Advertising Standards Authority for misleading consumers.

The TV ad ran in October and promoted a half-price offer on the retailer’s Discovery Dozen case.

But one person complained that the ad did not make it clear enough that by taking up the half-price offer, consumers would be joining a wine club, with wine deliveries they would have to opt out of if they didn’t want them.

The ad said that the half-price case was “an introduction” and made several references to wine being delivered every 12 weeks, with a message that deliveries could be stopped at any point.

Laithwaites pointed out that consumers would have to visit its website or phone its call centre to take advantage of the offer, at which point they would be given more information about future deliveries.

But the ASA said consumers might think the half-price offer was separate to future wine deliveries.

It said: “We considered that the ad did not make it sufficiently clear to consumers that by taking up the offer they would be joining a wine club which they would actively have to opt out of if they did not wish to receive further cases. We concluded that the ad was misleading.”

In January the ASA banned an ad for Naked Wines, saying it did not make it clear enough that taking up the advertised deal would mean signing up to a Naked Wines angels account.

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