The Sun gives false hope to readers with DVD promotion

by Julia Pearlman, Brand Republic 27-Jan-06, 08:00

LONDON – The Sun is being investigated by the Advertising Standards Authority about a DVD promotional campaign that launched in October and was recently ruled in breach of guidelines.

Earlier this week, the News Group Newspaper-owned daily tabloid launched its latest movie giveaway with drama, comedy, and kids' films on offer including 'Black Beauty', 'Last of the Mohicans', 'Archer's Adventure' and 'Hard Cash'.

The promotion features a front-page flash with the words "8 free comedy films with this paper today", with the words "This" and "Today" highlighted in yellow typeface followed by smaller text reading: "Voucher Page 20".

The giveaway asks readers to cut a coupon to be taken to retailers including Martin's, McColl, Forbouys or Dillons. However the copy is almost identical to the words that were deemed misleading to customers in the promotion on October 10 2005.

The Sun's offer of a free DVD that was flagged on the front-flash back in October had led people to believe it was inside the newspaper rather than through a voucher scheme, according to the advertising watchdog.

The front-page flash read: "FREE Morecambe & Wise DVD with this paper." Smaller text said: "Voucher Page 15" followed by a small Woolworths logo. Further small text saying "one-day redemption" was printed vertically to a picture of the DVD cover.

Four of the complainants said it was not clear from the television ad that also went out that week that the DVDs would not be inside the newspapers. Two of these complainants also argued the same point that it was not sufficiently clear from the front-page flash on the newspaper that the DVD was only available in-store.

The Sun said that the terms of the offer were made clear on the front-page and inside the newspaper. However, the watchdog noted that despite the Woolworths logo and reference to a voucher in the ad, the front-page flash gave the impression that the DVD was inside the newspaper, particularly by saying "Free...with this paper".

The ASA found that the TV ad that accompanied the press ad was not in breach of guidelines because the it was made clear to viewers that the DVD would not be inside the newspapers with on-screen text showing the details of the redemption method and the word "offer".

The ASA disagreed with The Sun that it was made clear inside the actual publication with the words: "Please note this offer is on a strictly first-come, first served basis", by saying that the ad should have made it clear on the front-page flash to avoid misleading and disappointing readers.

The ASA did, however, consider that 250,000 DVDs was a reasonable level of stock to meet demand after a complaint from a Woolworths customer who was told that only 100 DVDs were given to his local store.

The Sun was advised at the time to consult the copy advice team before undertaking future front-page promotions.

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