Parts distributor GSF Car Parts has had a radio advert banned after it claimed its prices were up to 70% cheaper than dealers’ in many cases.
The Advertising Standards Authority received a complaint which challenged GSF’s price claim because the complainant understood the company did not sell the same branded products that dealers sold.
GSF argued that ad did not suggest it sold the same boxed brands as franchised dealers, but it offered matching quality components and lower quality aftermarket products.
It subscribed to an analysis tool that monitored main dealer parts prices and allowed them to update their price files monthly, and it believed it was reasonable to state the claim.
The ASA upheld the complaint, noting that GSF’s comparative information showed although it was cheaper for some OE parts, it was likely to compare the dealer’s OE parts prices with its lower quality aftermarket parts.
It said the advert was misleading and must not be broadcast again.