Daxon UK runs Daxon, a clothing, household and health goods mail order business, and is based in Bradford.
The ASA upheld the complaints, ruling that the mailing misleadingly implied that the receiver had qualified to receive a Toshiba television worth £649.99 as a free gift, which could be claimed by placing an order.
The mailing claimed: "Mrs xxxxxx has been specially selected to take part in the 'TV Giveaway' promotion to receive a FREE TELEVISION... your gift is not part of a prize draw... Right now a TOSHIBA colour TV -- the fabulous television worth £649.99 -- is waiting in our warehouse ready for dispatch." There were several other pieces of text that reinforced the complainants' impressions.
In fact, the free gift being offered was a different model of television, while the Toshiba television was the prize in a draw that the receiver would be entered in on placing an order.
Daxon UK admitted that the promotion did not distinguish clearly between the two individual elements and that, as a result, customers were confused by the promotion. It said it would undertake a review of its promotional communications to avoid similar misunderstandings in the future, and that it had sent a letter to all its customers in response to the complaints it had received.
The ASA asked Daxon UK to seek advice from the CAP copy advice team before producing similar promotions.
In March last year, the ASA upheld a complaint against Daxon UK in relation to a mailing promoting a £5 discount, which read "We owe you money".
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