Homebase had their knuckles rapped recently when they ran a series of ads promoting their “Extra 15 per cent off” sale. The issue was with the term “extra”, implying that all the products were already discounted. Homebase’s rival, B&Q, lodged a complaint with the ASA and the matter was investigated. The ASA discovered that not all products in Homebase’s kitchen, bathroom and furniture ranges were already discounted so if a customer selected a single non-promoted item then they would not get an "extra" discount, they would just get a 15 per cent discount. As a result of its investigation the ASA deemed the ad misleading and banned it from being broadcast again.
In retail marketing many in-store messages are used claiming that that particular store is the cheapest, best, etc. However all retailers must ensure they stay in line with rules laid down by the ASA. At the heart of what the ASA does it protect consumers against being misled by aggressive advertising techniques between competing brands. More often than not it is the consumers who get caught in the crossfire and end up paying more than they expect.
When designing and implementing shop display units it is always worth checking that you are not misleading customers with the chosen message. Homebase using misleading language led to the ASA ruling that the adverts must not appear again in their current form. Homebase were left red-faced and lost out on the money that was spent on the planning, design and production of the outside and pos marketing material.