The campaign, created by Mother, offered viewers the chance to get a free cholesterol test at Boots. But 24 viewers complained to broadcast watchdog Ofcom that when they had asked for a test, they were told it was only available to people over 45 and some were asked to make an appointment.
The viewers said that they felt these restrictions should be made clear in the ad -- after the complaints were made, an amended version of the ad, targeting those aged over 45, was shown instead.
In its ruling on the case, Ofcom said that it acknowledged the steps taken by Boots in response to the high demand, but was critical of the original campaign.
Ofcom said: "We believe there is considerable concern about cholesterol levels among the public and that, bearing in mind that people are used to visiting Boots for on-the-spot advice, Boots should have anticipated the high demand for the test as originally advertised."
The ad was ruled in breach of the rule on qualifications of the Advertising Standards Code.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
