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Retail Intelligence

Dunnes Rapped For ‘Misleading’ Money Back Campaign

A complaint against Dunnes Stores has been upheld by the Advertising Standards Authority of Ireland (ASAI), following the publication of a ‘misleading’ money back campaign by the retailer.

According to the ASAI’s latest Complaints Bulletin, Dunnes Stores press advertising, published last October, promised readers ‘Spend €25 = save €5 on your next shop. The more you shop, the more you save. Redeem vouchers before Wednesday 22nd October’.

The complainant said that she ’shopped in Dunnes Stores to avail of the offer advertised. She spent €100 on her shopping and expected to receive €20 back in vouchers to redeem against her next shop by 22nd October.

‘After purchasing her goods, however, she was informed that the shop had stopped giving out the vouchers the previous Thursday. She said this fact had not been referenced anywhere in the advertising and she considered therefore that she had been misled by its contents.’

The ASAI’s Complaints Committee upheld her complaint, declaring it in contravention of article 2.7 of the advertising code.

It stated that the ‘advertisement must not run in its current form again’. It also ‘expressed its concerns at the advertisers’ failure to respond in the matter’.

Elsewhere, a complaint against SuperValu (over the retailer’s claims that shopping locally ‘ensures three times more money goes back into the local economy), was not upheld by the ASAI.

© 2015 - Checkout Magazine by Stephen Wynne-Jones

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