Perfecthome base

Rent-to-own retailer PerfectHome has been told to remove a TV advert following a complaint, which deemed the ad misleading.

Coleshill-based PerfectHome, which trades under its registered company Temple Retail Ltd, broadcast a TV advert on 24 May 2016, which was challenged by a complainant whether the ad breached the Code because the representative APR (Annual Percentage Rate) was not given adequate prominence as required.

The Advertising Standards Authority (ASA) also challenged whether the ad, particularly the claim “style up the kitchen with big brand appliances”, promoted the purchase of items on high-interest credit in an irresponsible manner.

Temple Retail Ltd responded to the complaints and stressed that the advert meet guidelines with support from Clearcast to ensure that the ad complied with the BCAP Code and provided a report outlining its methods.

However, following an assessment, the ASA upheld both complaints stating that the ad breached BCAP Code rule 14.11 (Lending and Credit), as well as breaching BCAP Code rule 1.2 (Social responsibility), leading to the advert being banned from further being broadcast.

The ASA ruled: “The ad must not be broadcast again in its current form. We told Temple Retail Ltd to ensure its advertising complied with the requirements of CONC and take care to ensure it did not present borrowing in a socially irresponsible manner.”

To view the full report, visit the ASA.