A campaign for utilities provider Scottish and Southern Electric (SSE) has been found to be in breach of the Advertising Standards Authority’s codes and has been banned from running unless altered.
Three complaints were received about the regional, press, TV and radio adverts created by Story, which promoted SSE’s dual fuel credit tariff.
British Gas and two members of the public challenged whether the claim "on average, SE’s offer the cheapest dual fuel prices in the UK" in adverts, which the ASA has found was not true in every region.
British Gas also challenged whether the footnote in advert "when comparing SE's standard dual fuel credit tariff compared to all other major suppliers standard dual fuel credit tariffs averaged across the UK” which the ASA said “represented a significant condition to the offer and should have been included in the body copy.”
The complaints were upheld as being misleading, despite SSE proving to have the cheapest prices when all regional prices were added together and averaged out, it was not the cheapest in each individual region.
As a result the ASA ruled that the campaign must not run again in its current form.
To read the full adjudication see here