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Homebase Advertising & Media

Homebase TV advert banned by Advertising Standards Authority

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By The Drum Team, Editorial

February 23, 2011 | 2 min read

A TV advert created for Homebase has been banned by the Advertising Standards Authority which has deemed it ‘misleading’.

The advert, which portrayed a man and a woman decorating the area around a billboard, claimed that the summer sale offered an extra 15 per cent off everything, when the customer spent over £50.

A challenge was issued to the 15 per cent off claim by rival B&Q, claiming that it implied that discounts had already been applied to the listed products.

Homebase said that the promotion was based around ‘a basket approach’ in which a customer could purchase any combined products over £50 or a single item, and receive a 15 per cent discount.

It added that every product within the advert was also part of an existing promotion, therefore the customer could receive an additional discount on those specific items, although not all products in the kitchen, bathroom and furniture ranges were already discounted, although they were still available within the 15 per cent discount offer.

Homebase added that it had also not received any customer complaints through their customer services team or with Trading Standards and that it had not set out to mislead anyone. It has also instructed that future adverts would not contain any references to the word ‘extra’.

The ASA upheld the complaint that the advert implied that all items within the stores were already discounted, which was not the case, the advert should not run again in its current form.

Homebase Advertising & Media

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