Advertisment
The advertising on the advertisers’ website referred to the following:
“Car Information Kit,
Euro Price List
Car
€28 – Per Person
€25 – student
€250 – Per course of 10 lessons
€70 – Hire of car for test (includes one free pre-test lesson just before the test. This also includes Insurance for test)…”
Complaint
The complainant said that she took all her driving lessons with the advertisers and wished to hire their car for her driving test at a cost of €70 as advertised. She was informed, however, that the advertising in question was old and the current price for hiring the car was €100. She therefore considered the advertising to be misleading.
Response
The advertisers said that they regretted any inconvenience caused to the complainant. They confirmed that they had indeed advertised the hire of their car for the driving test at a cost of €70, as pointed out by the complainant. Owing to increased costs, however, the cost of hire had increased to €100 some time ago but through a simple oversight they had not updated their website. They said the complainant would have been immediately informed of the increase in price when she rang them. They also said their website has now been updated with the correct information.
Finally the advertisers said that should the complainant wish to contact them they would be happy to provide her with a voucher for €50.
Conclusion
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They considered that there was an onus on all advertisers to ensure that their marketing communications were kept up-to-date and in conformity with the Code. In this instance they considered that as the price indicated in the advertising was incorrect that the advertising was in breach of Sections 2.22 and 2.24 of the Code.
Action Required:
As the advertising had already been amended no further action was necessary in this case.
