The UK's advertising regulator has ruled that a Morrisons radio ad was 'misleading', following a complaint from a listener.
The advert publicized a half-price offer on the curry produce, stating "At Morrisons, M Kitchen Takeaway Tikka Masala is half price, at £1.75, perfect for your Saturday night in. Morrisons - more of what matters". The speaker continued, at a faster speed, "Most stores while stocks last. High price 27 Jan 17 Feb".
The complaint centered upon the speed at which the terms and conditions were iterated, with the listener describing the final line of the piece as 'unintelligible'. While the Radio Advertising Clearance Centre deemed that listeners would have been able to hear the words, the Advertising Standards Agency upheld the complaint.
Commenting on the decision, the ASA said, "The final line, which included information about when and for how long the higher price had been charged, contained material information which needed to be presented to listeners in a clear and intelligible manner. We noted that the line was presented more quickly than the information in the rest of the ad and considered it was delivered too quickly and that the words were difficult to hear. Because of that, we concluded that the ad was misleading." (20 June)
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
