Another complaint about Educogym was upheld by authority because the company claimed a customer could lose a stone in 12 days.
The text of the Educogym advertisement stated someone could ‘lose a stone in 12 days! For only €189. Our 12 day programme that will turn the clock back’.
The complainant said the advertising was misleading to suggest that a person could lose a stone in 12 days and that it was unsafe to suggest that this amount of weight could be lost in such a short period of time.
Educogym contacted the ASAI and said they would not be using the advertisement in future. 2. Why could misleading advertisements pose a danger to the consumer?
Vodafone was also sanctioned by the advertising watchdog when they had advertised ‘superfast’ broadband speeds of up to 24 Mbps.
However, when the complainant signed up to the internet provider, they found they could receive speeds of less than 1 Mbps.
Vodafone said they always ensure that any statement in relation to speed is qualified by use of the words ‘up to’ and advised that the terms and conditions state that actual internet speed was dependant on distance and line quality.
3. With reference to Vodafone’s statement, explain why it is important that consumers pay close attention to the exact wording used in advertisements.
The ASAI said the description of a plan with a speed of ‘up to 24 Mbps’ as ‘superfast’ could be considered to be exaggeration. The authority forced Vodafone to cease from using the claim ‘superfast’ to advertise with speeds of up to 24 Mbps.
Companies in breach of ASAI rules are not fined but are ordered to change or remove the offending ads and breaches are identified in the authority’s reports.
4. What happens when a company is found to have broken ASAI rules?
A full list of companies against whom complaints have been upheld can be viewed on the ASAI website (asai.ie).
5. As a class, discuss where the line should be drawn between making a product as attractive as possible to consumers and being dishonest.
