WCRS ad for Holland & Barrett axed

LONDON - A price comparison TV ad for Holland & Barrett has been axed by the Advertising Standards Authority.

The ad, by WCRS, drove consumers to the health store’s website for verification of the offer of 120 1000mg glucosamine sulphate tablets at £8.49, cheaper than £15.64 at Superdrug.

Superdrug complained the ad was misleading and unfair for comparing the price of four 30-tablet packs with Holland & Barrett’s 120-tablet pack.

The ad also wrongly stated that the price check was made on 14 April 2009.

Holland & Barrett said the price comparison was fair and that it had made a direct comparison based on four packs of Superdrug’s 30 capsules as it did not sell packs of 120.

The watchdog felt the ad misleadingly suggested that the price comparison was based on a 120-tablet product at both stores and for this reason the ad breached the CAP code and must not appear again in its current form.

Holland & Barrett acknowledged that the date, although correct on the TV ad, had been published wrongly on its website and it said it had corrected the error as soon as it was became aware of it.