ASAI upholds complaint against Lidl in latest report

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The Advertising Standards Authority has upheld a complaint against Lidl over misleading advertising of "men's fine knit cashmere jumper"



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5 May 2017

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The Advertising Standards Authority of Ireland has published its latest complaints bulletin, in which 13 recent complaints by the public were investigated.

Among those complaints, the authority upheld a complaint against Lidl, following a customer complaint about a sweater that was advertised as a “men’s fine knit cashmere jumper”.

Upon later inspection, the complainant discovered that the jumper consisted of only 3% cashmere wool.

The company defended its description of the product, citing numerous other cashmere products which contained only a percentage of the precious wool. It also pointed out that the price point of the jumper (€16.99) should also have let the customer know that it was not a pure cashmere product.

While the ASAI accepted the former explanation, it noted that these other products clearly described their other components, where the Lidl jumper did not.

The authority upheld the complaint and instructed the company that it should not advertise the jumper as such any further.

Other companies found in breach of advertising standards in the ASAI report were Boyle Sports, Love Irish Food and the Irish Society of Homeopaths.



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