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ASA Adjudication on bentleysofblackpool.com

bentleysofblackpool.com

55–57 Banks Street
Blackpool
Lancashire
FY1 2BE

Date:

25 April 2012

Media:

Internet (sales promotion)

Sector:

Holidays and travel

Number of complaints:

1

Complaint Ref:

A12-189137

Ad

A competition to win a weekend stay at Bentleys of Blackpool guest house, viewed in December 2011.

Issue

The complainant challenged whether the competition had been administered fairly, because they were told they had won and had received confirmation of their reservation, but then told that the competition had been cancelled including all booked accommodation.

CAP Code (Edition 12)

Response

Bentleys of Blackpool acknowledged the complaint over the telephone and stated they had withdrawn the competition because the first winners had left the guest house unimpressed and they did not wish to offer prizes to such people and therefore cancelled the competition. They said they believed that was fair. They said they were too busy to respond in writing.

Assessment

Upheld

The ASA noted the complainant had been informed they had won the competition and had received confirmation of their booking. The complainant was then told the competition had been cancelled. We noted Bentleys of Blackpool informed us by telephone that they cancelled the competition after the first winners had stayed in their hotel and were not satisfied with the accommodation. However, we considered consumers who had been informed they had won a prize would legitimately expect to receive it. We therefore concluded that the promotion was not administered fairly and caused unnecessary disappointment.

The promotion breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 8.1 and 8.2 (Sales promotions), 8.15.1 (Administration) and 8.27 (Prize promotions).

Action

The ad must not appear again in its current form. We told Bentleys of Blackpool to ensure promotions did not cause unnecessary disappointment in future.

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