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.

Topics

SUBSCRIBE TO CAMPAIGN

Get 12 weeks for just £12

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Hoverboards and Journey Buddies: the future of TfL's customer experience?
Shares0
Share

1 Hoverboards and Journey Buddies: the future of TfL's customer experience?

Marketers across a range of sectors, from charities to banking, came together to conjure up some ideas for the way the future of Transport for London's customer experience might look under their stewardship. Moshe Braun, business director at customer experience consultancy WAE, which hosted the event, examines the results.

Just published