DFS ad banned by ad regulator

LONDON - A TV ad promoting the DFS half-price sale has been banned by the Advertising Standards Authority.

One viewer challenged whether the ad was misleading as it featured sofas that were not included in the sale.

DFS argued that of six sofas featured in the ad, only four were accompanied by pricing information indicating those as being included in the sale. The other two were shown without pricing information and were therefore not half price.

Clearcast said it had cleared the ad on the belief that all sofas featured in the ad were part of the sale.

The ASA felt that despite the advertiser’s assertion that the two non-sale sofas were shown without pricing information, the context of the ad would lead viewers to infer that all sofas featured in the ad were half price.

The ad must not be broadcast again in its current form.

The ASA banned an ad for DFS in December 2008, after 21 people complained that it had exaggerated the size of its furniture.