Asda clothing ad banned for misleading consumersAsda banned from promoting 100-day guarantee

15 July 2010

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Asda has been rapped by the advertising watchdog ASA over a TV advert that promoted a 100-day guarantee on its George clothing range.

The ASA upheld a complaint from a consumer that the 100-day guarantee was advertised as a unique benefit, when in fact under consumer legislation you get far longer to return goods if you think they're faulty or not of satisfactory quality.

See how Asda fares against rivals Tesco and Sainsbury's in the Which? survey of best shops for buying clothes. You can also see how satisfied people are with the supermarket chain when they buy electrical appliances, entertainment products and homewares and garden furniture.

Asda advert banned

The Asda advert stated its George clothing range had a 'no quibble' 100-day guarantee, meaning that if you're not happy with the quality of the clothes, you could just return them. But under the Sale of Goods Act you have far longer (up to six years) to return goods if they're not fit for purpose of of satisfactory quality.

Asda said that it accepted the advert should have made it clearer that the guarantee was in fact a 100-day cooling-off period. But the ASA banned the ad in its current form, concluding that it was 'likely to mislead by giving the impression consumers only had 100-days in which to return faulty products, when that was not the case'.

Tesco was recently rapped by the ASA for misleading consumers with adverts comparing its shopping basket prices with Asda's. One way to easily compare prices between supermarkets is by shopping online. See how Tesco and Asda fared in our review of online supermarkets.