The Advertising Standards Agency has banned an Argos TV ad because of its misinformation regarding the retailer’s delivery service.
An ad depicting two penguins delivering fish to a walrus claims that: “With over 1500 lorries, [Argos] can deliver what you want at a time slot that’s right for you.” However, the delivery slots on weekdays are restricted to either 7am to 1pm or 12pm to 8pm – and consumers would have to pay a £5.95 fee.
The ASA declared these six- and eight-hour windows to be unreasonable in the run-up to Christmas, according to the Daily Mail – particularly in an age when both parents in many households work during the day.
Argos argued that the offer of either a morning or afternoon slot was “in keeping” was in keeping with the “time slot right for you” message, and that these delivery times were similar to other stores.
The retailer also observed that consumers can refer to this delivery information online, in its catalogue or in-store, and that people who buy bulky items can specify a two-hour arrival window for their purchase.
The ASA rejected these explanations, ruling that people would be misled by these marketing claims.
“We considered the claim, ‘we can deliver when you want at a time slot that’s right for you’, implied that customers could specify a delivery time of their choosing, which was at their convenience, and therefore that they had a wide degree of choice about when their goods would be delivered,” said the organisation.
“Because we understood that was not the case, we concluded that the ad was misleading.”