The Advertising Standards Authority (ASA) has instructed Origin Mattress, a bed brand, to revise its advertising practices after complaints of misleading claims. Rival company Emma Sleep raised concerns about the validity of Origin's promotional tactics and product assertions.
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The controversy centred on Origin Mattress's website, which featured a "Mega Summer Sale" with claims of discounts up to 45%. The promotion was accompanied by a countdown timer indicating the sale's imminent end. However, Emma Sleep argued that the same promotion continued under a different name shortly after the timer expired, calling into question the authenticity of the time-limited offer.
Emma Sleep also challenged the validity of Origin's referenced discounts and their ability to substantiate the savings claims. Additionally, the orthopaedic and health-related benefits touted for Origin's products were criticised as potentially misleading and unsupported by evidence.
Despite being contacted by the ASA, Origin Sleep UK Ltd failed to respond, a breach of the CAP Code (Edition 12) rule 1.7, which relates to unreasonably delaying inquiries. The ASA expressed concern over the company's lack of cooperation and disregard for the Code, reminding them of their obligation to address such investigations promptly.
Following its review, the ASA upheld all three complaints against Origin. The regulator ruled that Origin's advertisements should not appear in their current form and directed the company to avoid misleading claims about promotion deadlines, savings, or health benefits unless supported by clear evidence. The ASA referred the case to the CAP compliance team for further action.
In a statement, the ASA clarified, 'We told Origin Sleep UK Ltd to ensure their ads did not mislead as to the closing date/time of promotions, or imply that discount offers were time-limited or would not be repeated if that was not the case. We also told them to ensure that future savings claims did not mislead and to substantiate savings claims against the usual selling price of their products. We further told Origin to ensure they did not make claims about the orthopaedic and health properties of their products unless they could be fully substantiated.'
The outcome underscores the importance of accurate advertising and the need for brands to uphold ethical standards in their promotional activities. Failure to adhere to these standards not only damages consumer trust but also risks regulatory action.
Origin Mattress has yet to comment publicly on the ruling.
Source: www.bigfurnituregroup.com