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Homebase told to pull ‘misleading’ advert

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By Mark Davidson

DIY retailer Homebase has been warned by the Advertising Standards Authority (ASA) about a TV ad campaign which promised customers an extra saving of 15 per cent when spending £50 or more in its store.

Main competitor B&Q had complained about the marketing, saying it implied that other discounts had already been applied to Homebase products.

ASA concluded that the advert gave the impression every product in Homebase is discounted already, therefore misleading the customer into believing they are receiving an extra discount on everything they buy.

A spokesperson for Homebase told Retail Gazette: “It was not our intention for the advert to mislead customers or programme viewers.

“We are sorry if any of our customers were confused by the promotional messages in that particular advert.”

This is the latest in a long line of actions taken against retailers by ASA and comes soon after a complaint about a “misleading” B&Q advertisement for loft insulation was upheld by the watchdog.

Following the individual investigations, ASA said that both the Homebase and B&Q ads cannot continue to be broadcast in their current form.

Published on Wednesday 23 February by Editorial Assistant

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