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Aberdeen-based dealer told to change advert by ASA

An Aberdeen-based dealer has had to change its advertising after receiving a complaint about one of its regional press adverts.

The regional press advert for Lawrence of Kemnays appeared on March 3, 2011.

It was headlined “CUSTOMER SAVING £3,400” and included an image of a car. Further text stated “new model Ford Fiesta Edge 1.25 (60PS) 3-dr New on the road price £12,395 Our on the road price £8,995 HURRY - limited number available for immediate delivery on ‘11’ reg”.

The complainant challenged whether the ad misleadingly exaggerated the saving available, because he believed the price at which the car was generally sold was lower than the £12,395 stated. The complainant also said the ad was misleading because it did not make clear that consumers were obliged to enter into a finance agreement to benefit from Lawrence of Kemnays stated 'on the road' price.

The Advertising Standards Agency (ASA) ruled that the ad was not misleading and did not exaggerate the saving available, but part of the advert was upheld because the dealer did not make it clear the deal was only available if a customer entered into a finance agreement.

The ASA said: “We considered entering into a particular finance agreement was a significant limitation of the price claim and therefore it should have been made clear in the ad.

“Because it did not make clear consumers were obliged to enter into a finance agreement to benefit from the stated price, we concluded that the ad was misleading.”

The ASA ruled that the ad must not appear again in its current form and any significant limitations in further advertisements must be made clear in the future.

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