Advertisment
The advertisers’ website offered the following information:
“We are delighted to offer these great deals. To ‘find out more please contact us
by …”
“Ford Transit connect for as little as €28 per day!
Ford Transit 260 Short wheelbase €35 per day!
Ford Transit 280 Long wheelbase €42 per day!
Weekend Specials (2 days for the price of 1 or 3 days for the price of 2)
Collect your Truck or van on Saturday evening and return Monday Morning. Pay 1 day’s hire only.
Pick up on Friday afternoon and return on Monday morning. You pay for 2 days only.
Overnight Special Deal
You can collect your Van or Truck before close of business on a day. We will start charging rental from the following morning allowing you more time to get on the road.
Spring Savers
We are delighted to offer you the option to purchase unlimited mileage on all vans from €10 peror(sic) €25 per week on our short term rentals. Call … rate including limited mileage.
*Terms and conditions apply*”
Complaint:
The complainant wished to hire the Ford Transit 280 long (280L) wheelbase van for €42 per day as advertised. When he enquired he was informed by the advertisers that the cost would be €73 per day including VAT. He considered, therefore, that the advertising was misleading.
Complaint
The complainant wished to hire the Ford Transit 280 long (280L) wheelbase van for €42 per day as advertised. When he enquired he was informed by the advertisers that the cost would be €73 per day including VAT. He considered, therefore, that the advertising was misleading.
Response
The advertisers said that any client could hire a Transit 280L for €42 per day plus VAT but the terms and conditions of the hire required that the hire would be for seven days minimum. If the hire period was longer than seven days the daily hire rate could be as low as €19.73 per day plus VAT.
The advertisers also said that the rates quoted on their website were for the more popular options i.e. weekend rates or weekly rates. Their clients had very varied requirements for which they quoted competitively on request.
Conclusion
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted that the complainant was unable to hire the van at the price indicated i.e. €42.00 per day as this price was based on a minimum rental period which was not clear from the marketing communication. They also noted that while the advertisers had referred to the fact that terms and conditions were applicable to their offers they had not listed or provided a link to these on their website. They reminded the advertisers that if there were any major terms/conditions which may influence a consumer’s decision as to whether or not to partake in an offer, that these should be referenced in the main copy of their advertising.
In the circumstances the Committee considered that the advertising had breached the Code and upheld the complaint under Sections 2.22 and 2.24 of the Code.
Action Required:
The advertisement should not run in its current form again.
