Relevant Code Clause

The Code Clause(s) below is taken from the edition of the Advertising Code(s) that applied at the time the adjudication was published.

This might not necessary be the current version of the Advertising Code(s). For the current up-to-date Code clause please go to the  Advertising Codes section on CAP website.

7 Truthfulness

• 7.1
  No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
• 7.2
  Marketing communications must not omit, hide or provide in an unclear, unintelligible, ambiguous or untimely manner material information if that omission or presentation is likely to affect consumers’ decisions about whether and how to buy the advertised product, unless the information is obvious from the context. If the advertisement is limited by time or space, the ASA will take into account steps that the advertiser has taken to make that information available to consumers by other means.

   

  For marketing communications  that quote prices for advertised products, material information includes:

   

  a)  the main characteristics of the product

  
  b)  the identity (eg trading name) and geographical address of the marketer and any other trader on whose behalf the advertiser is acting

  
  c)  the price of the advertised product, including taxes; or where the nature of the product is such that the price cannot be calculated in advance, the manner in which the price is calculated

  
  d)  delivery charges

  
  e)  the arrangement for payment, delivery, performance or complaint handling, if those differ from the arrangements that consumers are likely to reasonably expect

  
  f)  that consumers have the right to withdraw or cancel, if they have that right (see 42.2(f)).