‘Big Switch’ advert in hot water

NOT quite the Big Swiz, nonetheless the Big Switch, Bord Gáis Energy’s customer recruitment campaign, has been rapped by the advertising watchdog for failing to clarify that its discounted price was for one year only.

It has also been criticised for telling customers there was “10%-14% off electricity costs” when in fact the discount applies to the unit cost of electricity and not the overall bill, which includes standing charges.

Yesterday the Advertising Standards Authority of Ireland (ASAI) upheld three complaints against Bord Gáis Energy’s Big Switch TV campaign, fronted by TV presenter Lucy Kennedy.

Bord Gáis Energy argued they did not consider it necessary to include all the relevant terms and conditions applicable to the 10% discount in the advert because they were lengthy and could not be easily communicated in a TV advert.

They highlighted the fact that customers could not “make the switch” based on the advertisement alone, and that during each application process customers are alerted to the terms and conditions which apply to the offer.

However the ASAI ruled the advertisement should have indicated that the offer was an introductory one. It said the reference to “your electricity costs” could imply that the reduction was being applied to all components in the bill.

The ASAI recommended the advertisements be discontinued or amended.

A number of other complaints were upheld including against:

* Citywide Paving & Landscaping. A telephone directory advert stated that the company was “VAT Registered & Insured”. However, the company employed a subcontractor to carry out work and the subcontractor was not insured. The subcontractor had badly damaged the complainant’s car at a cost to her of €2,300.

When she contacted the company, they said they were not responsible for subcontractors’ insurance. The woman felt their advertising was misleading.

The advertisers failed to respond to the complaint.

* Funguy Headshop in Templebar, whose radio advert ran “Hi Hi Hi; say hello to Ireland’s growing headshop. Funguy headshop, Templebar, say hi to great gifts, grow kits, herbal high accessories. Funguy head shop growing bigger everyday.”

The woman who complained questioned the legality of the shop being allowed to advertise. She also questioned the suitability of the advert on the radio station which she said her children listened to.

The advertisers failed to respond.