The Advertising Standards Authority (ASA) has banned a Boots promotion offering a free face lotion from the No7 range, according to Retail Gazette. The regulator found that concerns over stock availability had caused « déception inutile » among participants.
The advert, published in The Mail on Sunday on 22 March, stated: « FREE No7 face lotion pick up today from Boots ». Customers could collect the product from the No7 counter of a Boots store on Sunday 22 March.
According to Retail Gazette, Boots is said to have estimated demand for the product based on a previous promotion for the same item, which had run for six days. However, some smaller stores, such as hospital and health centre pharmacies as well as certain outlets catering to travellers, did not stock the No7 range. Many small pharmacies were also not open on Sundays.
Boots acknowledges responsibility over the terms
Boots responded to the complaint by accepting responsibility for the terms and conditions of the voucher. The retailer noted, however, that the wording « take along to any Boots store today » featured in the advert had been written by the Mail on Sunday.
Associated Newspapers Ltd, trading as The Mail on Sunday, for its part responded to the regulator's investigation by stressing that its role was to work with its brand partners on advertisements, with decisions on stock levels and distribution remaining the responsibility of the brand and the retailer.
The ASA ordered Boots that the advert must not appear again in the form that was the subject of the complaint.
