ITC bans Sun-Tesco ads offering ‘free’ shopping

The Sun has been forced to ditch an ad campaign promoting its tie-up with Tesco’s Clubcard after watchdogs found the TV executions had misled viewers.

The Independent Television Commission (ITC) has upheld complaints by two viewers about the ads, which were created by TBWA GGT Simons Palmer. The Sun’s ads claimed: “Free Tesco Clubcard points… in The Sun”, “Free shopping when you buy The Sun” and “Buy The Sun and get free Tesco Clubcard points”.

The viewers complained that the ads failed to mention that it was necessary to buy five editions of The Sun and a copy of the News of the World to qualify for the free Clubcard points.

The Sun refused to provide more information about the mechanics of the promotion, which the ITC requested. Where advertisers do not provide such information, the ITC is legally obliged to judge the ads misleading.

The watchdog told the Broadcast Advertising Clearance Centre (BACC), the body which vets ads before they are broadcast, that no Sun-Tesco Clubcard ads should be aired until “it was satisfied that they adequately reflected the mechanics of the promotion”.

Nobody from the BACC or The Sun was available for comment.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here