Advertising Standards Authority
Broadcast Advertising
Adjudications
18 January 2006
2
ADVERTISERS IN THIS WEEKS REPORT
Hobbycraft Group Ltd ……………………………………………......................................... 3
Morgan Stanley Card Services Ltd ………………………………………………………….. 4
3
ADVERTISER:
Hobbycraft Group Ltd
AGENCY:
mb Productions
Date:
18 January 2006
Media:
Television
No. of complaints:
1
COMPLAINT:
A TV ad for Hobbycraft shown on cable and satellite channels said "Discover Hobbycraft
and open up a world of inspiration with everything you need to be creative, all under one
roof ..." The ad finished with on-screen text that said "Superstores nationwide".
A viewer in Scotland believed the ad was misleading as Hobbycraft had no stores in
Scotland. The nearest stores were in Leeds and Preston.
ADJUDICATION: Complaint upheld
The Broadcast Advertising Clearance Centre (BACC) said the "Superstores nationwide"
claim did not feature in the pre-production scripts they approved. The claim only appeared
at film submission stage in the cable and satellite versions of the ad. The BACC said that
in future they would ensure that post-production films matched pre-production scripts, and
where additional claims were made they would be challenged.
Hobbycraft apologised if the ad had led viewers to believe there was a Hobbycraft store in
Scotland. They said that the advertising campaign had come to an end and they would
review the claim for any future cable and satellite campaigns if they still had no store in
Scotland.
The ASA considered that as there were no Hobbycraft stores in a significant part of the
country north of Leeds the ad had been wrong to claim "Superstores nationwide". The ad
therefore breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading
advertising) and 5.2.3 (Qualifications).
4
ADVERTISER:
Morgan Stanley Card Services Ltd
AGENCY:
Leo Burnett Ltd
Date:
18 January 2006
Media: