These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
SAINSBURYS ORGANIC
Complaint from: 5 viewers
Background
Sainsburys' advertising showed, one after another, servings of three of their organic foods, each accompanied by a price. For example, a scoop of ice cream was added to a slice of cherry pie on a plate above superimposed text which read "All organic - 83p". At one point, text also stated "Prices based on quantity of food shown".
The complainants objected that they had not been able to find the Organic Cherry Pie for 83p - it cost over £2 - and they thought the advertising was misleading.
Assessment
The ITC found that the prices shown referred to the cost of the particular portion shown on screen, not to the price of the item in store. Sainsburys argued that the statement "Prices based on quantity of food shown" was ample demonstration that prices referred to portions not to pack prices. They pointed out that it would have been misleading if they had accompanied the pie and ice cream illustration with the figure of £5.08, the total pack price of the two products.
The ITC has no objection to advertising showing the cost per serving so long as the basis of pricing is made clear and unambiguous. (This form of pricing is not widely used in TV advertising and so would not be what viewers would expect.) But it concluded that the basis of pricing was not clear enough in the Sainsburys advertising. The wording of the explanatory text was not sufficiently simple and direct and its appearance only once had not been enough to counter any misleading impressions.
Conclusion
Complaints upheld. The advertising was removed.
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