Advertisment
The advertisement appeared on a third-party booking platform and featured various service offerings hosted by the advertisers. One of the services advertised was a “Ladies – 12 Week Blow Dry” for long hair which was offered at a price of €109 reduced from €199.
Complaint
The complainant said that when they went to the salon to avail of the offer, they were charged €139 rather than the advertised €109.
Response
The advertisers’ acknowledged the request for comment and said they would provide a response; however, they did not revert.
Conclusion
Complaint Upheld.
The Complaints Council considered the detail of the complaint. The Council expressed concern at the advertisers’ failure to address the complaint. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
The Council noted the Code requirements that a marketing communication should not mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise (4.01) and that if a price is stated in a marketing communication, it should relate to the product depicted or specified in the marketing communication. Care should be taken to ensure that prices and illustrated products match (4.22).
The Council considered that as a higher price was charged than that advertised, the advertised price did not match the illustrated product as required by the Code. In light of this, and in the absence of a response from the advertisers, the Council considered that the advertisement had the potential to mislead and was in breach of the Code at sections 3.10, 4.01, 4.04, 4.09, 4.10 and 4.22.
ACTION REQUIRED:
The advertisement must not reappear in its current form.