Express Newspapers rapped by ASA for money-off suggestion
The Daily Star and Daily Express have been told off by the ASA for featuring front page flashes that read ‘£5 off shopping at Tesco when you spend £40. Details: page xx’, when referring to an offer open to everyone who shopped at Tesco and not just those who bought the paper.
12 complainants said the wording suggested that there would be a money-off coupon inside the newspaper, as part of a deal available only to readers, instead of the ad promoting that anyone who spent £40 in store would get £5 off their next £40 shop – a deal available to all.
The ASA ruled that the front page ads made it seem like the deal was for readers of the newspaper only, and that it misleadingly implied the newspapers included a £5 discount offer that could be redeemed without further significant conditions when spending £40.
It was therefore ruled that the ad breached rules on sales promotions and misleading advertising.