This is not Dior | UK Marketing & Lifestyle Blog

UK Marketing, Fashion and Lifestyle Blog by 21 year old Fashion Business and Promotion Graduate, Lauren Evans.

Tuesday, 19 May 2015

Magnum x ASOS Competition Advert Banned

 A competition fronted by Magnum and ASOS has been banned by The Advertising Standards Authority for being misleading. The advert offered 25 winners a "£5,000 Henry Holland dress".

There were four adverts from Magnum, the Unilever ice cream brand, which ads promised 25 winners a limited edition Henry Holland dress "each heavily embellished and painstakingly hand-stitched and worth about £5,000".

However, two winners were disappointed with the garment they received and complained that the dresses were not as described in the ads.

Unilever responded to the complaints stating that the dresses may have been damaged during transit and offered to repair the dresses and give them a voucher for £250 as a gesture of goodwill.

The Advertising Standards Authority said it understood that dresses with sequins are "usually more fragile but the ads were not clear to consumers that a dress of the quality suggested would be damaged so much during transit."

The ASA said the ads should not appear again as they are and that Unilever and ASOS should make future competitions clearer, and prizes awarded should be sent as described.

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