ASA Adjudication on kgb (UK) Ltd
kgb (UK) Ltd
Sterling House
Malthouse Avenue
Cardiff Gate Business Centre
Cardiff
CF23 8RA
Date:
11 July 2012
Media:
Internet (sales promotion)
Sector:
Leisure
Number of complaints:
1
Complaint Ref:
A12-193651
Background
Ad
An offer on the deals website www.kgbdeals.co.uk, stated "£89 for 16-inch Brazilian micro ring hair extensions worth £450 at Shh Straight Hair - save 80%".
Issue
The complainant challenged whether the ad was misleading, because it did not make clear the offer was for micro ring weft hair extensions.
CAP Code (Edition 12)
Response
Kgb explained that a wide range of hair extension techniques were available within the micro ring market. They pointed out that the ad did not state that the offer related to a specific hair extension technique. They said the ad made clear the offer was for a form of micro ring hair extensions and believed that because consumers received a form of micro ring hair extension, the ad was not misleading.
Assessment
Upheld
The ASA understood, from the complainant, that micro ring hair extensions could be individual strands of hair attached to natural hair, whereas micro ring weft hair extensions were sections of hair attached across the scalp. We considered the hair extension technique used was material information which the consumer needed in order to make an informed decision about the offer. Because the ad did not make clear which technique was offered, we concluded the ad was misleading and breached the Code.
The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising).
Action
The ad must not appear again in its current form. We told kgb to ensure ads made clear all material information in future.
