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Subaru advert needed clearer business offer message

A TV advert by Subaru has been branded misleading by the Advertising Standards Authority.

The advert had a voiceover promising a new Subaru Legacy for £299 per month.

However important details, stating the offer applied to business users only and the £299 cost excluded VAT, were only in on-screen text.

The ASA ruled it was not sufficiently clear to consumers that the price stated was a VAT exclusive price available to businesses only.

 Subaru said it believed it could communicate a business-to-business offer via a TV ad, providing it complied with the necessary guidelines.

It had sought legal advice during the production of the ad to ensure it complied with the necessary regulations relating to business user finance.

It then developed the necessary terms and conditions, including the condition "Business users only", to be displayed in the on-screen text so as not to confuse the ad's viewers.



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