NEWS5 October 2012

ASA raps Carphone Warehouse over research claims

Legal UK

UK— The Carphone Warehouse has been forced to remove an advert from its website after the Advertising Standards Authority (ASA) upheld a complaint about the way the retailer had used research findings.

The ad for mobile phones for children was run in conjunction with mobile network Bemilo and made claims such as “33% [of children] spend up to five hours a day browsing the web on their phone” and “One in ten receive bullying texts or calls”.

ASA received a complaint questioning whether the claims made in the advert could be substantiated.

Carphone Warehouse and Bemilo submitted a joint response to the ASA, explaining that the survey results had been collected by an unnamed polling firm which had carried out a survey of 2,000 parents of children aged between 4 and 16.

However, the ASA ruled that “it was misleading not to state that the claim was based on a survey of parents’ views when making such an absolute claim about something difficult to objectively verify”.