“Number one” claim advert puts kitchen manufacturer in hot water

The Advertising Standards Authority has ordered kitchen retailer Wren Living to withdraw an advert that declared it “The UK’s Number 1 Kitchen Retail Specialist”.

The retailer, which trades as Wren Kitchens, had an advert on its website that stated it was the UK’s number 1 kitchen retailer in terms of retail sales, but a complainant declared this was misleading

Whilst finding the advert was not misleading, the ASA did say that the claims were against identifiable competitors. It said that Wren was required to provide sufficient information to allow consumers to understand the comparison and check if the claims were accurate.

The ASA said that although Wren had provided sources on the comparison, it did not go into detail and list which competitors it was referring to when making the claims, or how total sales were calculated. On of the sources mentioned was not accessible in the public domain.

The watchdog said it breached its standards code and the advert must not appear again in its current form.

Click here to sign up to receive our new South West business news...
Close