Woolworths speed camera detectors under fire

by James Quilter, Marketing 14-Jun-05, 08:30

LONDON - Beleaguered retailer Woolworths is in trouble with the Advertising Standards Authority and senior police officers after publicising its sale of speed camera detectors in an ad campaign.

The ASA is investigating viewer complaints about the ads, created by Bartle Bogle Hegarty, which aired over the weekend.

Rick Naylor, president of the Police Superintendents Association, accused Woolworths of effectively helping people to break the law. However, the company insisted it was doing nothing wrong, saying that its Inforad Satellite-based Speed Camera Detector is legal, and similar products were being sold by "a number of well-known retailers".

The detectors are normally priced about £300, but Woolworths claims they are selling well at £79.99.

The chain recently changed its advertising strategy to reflect its position as a bargain retailer. It blamed a 4.4% fall in like-for-like sales in the 18 weeks to 4 June on difficult high-street trading conditions.

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