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Ten Alps MTD

'Misleading' Home Builder advert pulled by ASA

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By The Drum Team, Editorial

June 18, 2008 | 2 min read

A regional press advert for home builder, Stewart Milne Group has come under fire from the ASA following a complaint that it was ‘misleading’.

The advert, created by Ten Alps, has apparently breached the ASA’s CAP Code clauses, 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness), and will not be shown again in its current form.

The ‘Take Life a Little Easier’ headlined advert featured a Tudor style house on the edge of a tree lined canal on which a number of barges were moored at the edges.

The text on the advert named it as ‘Worsley Canal’ with further text stating “Chorlton Fold is an exclusive small development in the heart of desirable Monton, close to its Lovely High Street, designer shops, quaint village green and peaceful canal that meanders through green spaces. It’s hard to believe that it is only 10 minutes drive from Central Manchester…you have the chance of being one of the privileged few who live at this enviable address.”

A map was also displayed labelled “Chorlton Fold”.

As a result the ASA received one complaint, which was upheld. The complainant believed that the advert was misleading because the photograph depicted a location called ‘the Boatsteps’ at Worlsey Village and the canal was called ‘the Bridgewater Canal’ and not ‘Worsely Canal’ as named in the advert and that it misrepresented the location of the development.

Stewart Milnes Group responded by explaining that the development was within two miles of Worsley Village by car and was a twenty minute walk away, therefore it believed Chorlton Fold could be deemed close to the canal, while the shops and village green were also within walking distance. It did however acknowledge that the advert had been wrongly labelled, calling it “a genuine mistake.”

The ASA has ruled that the advert should not be shown again in its current form and advised Stewart Milne Group to consult the Copy Advice Team before publishing future property adverts.

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