ASA bans ‘cheaper than John Lewis’ B&Q press ad

B&Q has been criticised by the Advertising Standards Authority for a press ad that claimed a light could be bought at the retailer for 50 less than at John Lewis.

P7_B%26QUnder the headline “Why pay more?” it showed a brushed chrome ceiling spotlight costing £95 at John Lewis, against B&Q’s price £41.98.

But the products shown were different and John Lewis complained to the ASA that its light was “superior”. The authority says the ad contained a price promise that implied B&Q had compared the same – as opposed to similar – products, and has ordered that the ad must not appear again in its current form.

Separately, energy company npower has been ordered not to show a TV, press and internet campaign again because it was deemed “misleading” and breached codes on truthfulness and promotions.

The campaign, created by Beattie McGuinness Bungay, claimed that customers could “fix for free” their energy prices. However, complainants objected that the claim was misleading because some existing customers had to switch to a higher tariff to take advantage of the offer, and that terms and conditions were unclear.

A recruitment campaign for the Department of Health relating to social care in England escaped sanctions. One complaint was that the ads, created by Lowe London, misrepresented the type of care a person could expect to receive from a social care worker as well as the type of duties they would be expected to perform.

The ASA says the ads highlighted the “rewarding and positive” aspects of the job, but that was to be expected in a recruitment campaign.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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