ASA censures Homebase’s ‘price comparison’ press ad

Rival retailers Homebase and B&Q have become embroiled in an advertising skirmish over price comparisons for the second week in a row.

B&Q has objected to Homebase’s national press ad that uses the tagline, “Homebase better deals, better prices (sorry B&Q).” The “misleading” ad has been censured by the Advertising Standards Authority (ASA).

Last week the advertising watchdog upheld a complaint Homebase made against B&Q for denigrating the company and misleading consumers (MW last week). Also last week, the ad watchdog announced the revision of its price comparison rules after receiving many such complaints.

  • Twentieth Century Fox Film has been rapped by the ASA over a spoof parking-ticket promotion for its film Super Troopers. The penalty notice, with a yellow background and a black and white chequered border, was placed on car windscreens. The ASA has asked the film distribution company to avoid using a similar approach in the future .
  • The ASA also upheld complaints against a SureSlim Wellness Clinic press ad that says: “Lose weight quickly & permanently.” The complaint was made by Weight Watchers.


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