Homebase sale ad banned by watchdog for misleading promotion
The ad watchdog has banned a Homebase promotional campaign for failing to properly advertise the conditions of its sales offer.
The campaign, created by Leo Burnett, featured TV and radio creative including digital ads on www.homebase.co.uk.
The ads stated: "This weekend at Homebase there’s 15% off everything when you spend £50. That’s 15% on top of our other great offers."
On-screen text stated: "15% off excludes delivery charges, installation and gift vouchers."
One complainant challenged that the ads were misleading as they did not make clear that consumers could not use promotional vouchers to buy items as part of the deal.
Homebase admitted that the voucher the complainant had tried to use in conjunction with the promotion was misleading because it did not tell consumers that it could not be used "during Homebase discount days".
The campaign itself was advertising one of these days, for which the retailer apologised, and said that it will endeavour to make conditions of the offer clearer throughout the messaging on its website.
Though Homebase felt the abridged terms and conditions within its ads were sufficient to tell consumers that limitations on the offer applied, the Advertising Standards Authority banned the campaign for giving an "overall impression" that the national discount day offer could be used with all other Homebase offers.Follow @loullamae_es
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
- Marketing Analysis Manager Network Marketing £50000 - £70000 per annum, Manchester
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...