UNITED KINGDOM - Autoglass Radio Ad Had Missed
Approval Process, According to Company Officials
February 16, 2011
The Autoglass radio ad that recently was
deemed misleading by the Advertising Standards Authority (ASA)
had not gone through the company's normal approval process, according
to Samantha Day-Tillotson, public relations manager for the United
Kingdom-based company, which is owned by Belron.
"All Autoglass® adverts go through a stringent approval
process, but due to an oversight on this occasion this radio advert
did not and the way the message was phrased was misinterpreted,"
says Day-Tillotson. "As soon as the advert was broadcast we
realized our mistake and we decided to withdraw it."
She adds, "Autoglass apologizes for this error and as a result
has tightened its approval processes."
In the complaint, Glass Doctors (which also is a United Kingdom-based
company, unrelated to the United States-based Glass Doctor), alleged
that the company's television and radio ads were misleading, and
that they led the customer to believe that any windshield chip would
result in a failure of the customer's Ministry of Transport test
The complaint against the radio ad was upheld, and the company
has ceased running the ad.
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