Sainsbury’s misleading toy advert banned by ASA


By The Drum Team, Editorial

February 22, 2012 | 1 min read

A Sainsbury’s ad, broadcast in October, has been banned by the ASA for saying ‘right now at Sainsbury's ALL toys are half price’, while the offer was only available on selected toys online.

Tesco and two members of the public complained about the ad, which had been created by AMV BBDO.

Sainsbury’s said that onscreen text read ‘All toys ½ price in store & selected toys ½ price online.’

Clearcast added that it believed the reference to 'at Sainsbury's' within the voice-over and the accompanying on-screen text made clear that the promotion was available in-store.

The ASA said that by saying ‘all toys’ were reduced, consumers were likely to interpret the ad to mean that all toys available for purchase from Sainsbury's, both in store and online, were half price.

It was therefore ruled that the ad contradicted its main claim, and was found in breach for misleading advertising and qualification.


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