Description:
A claim on the Gourmetific website selling cookware stated ‘’Hassle Free Returns’’ and ‘’Lifetime Warranty’’. The lifetime warranty button was not clickable and did not provide any information regarding the conditions or limits to the advertised warranty.
Complaint:
The complainant contacted the advertiser and was informed that the lifetime warranty stated on their website reflected the advertiser’s confidence in the long-term quality of its products, rather that a real return or exchange policy.
Response:
Although Ad Standards requested a response from the advertiser, there was no response sent to the Council.
Decision:
Council members considered the complaint together with the advertisement. Council determined that the general impression conveyed by the advertisement was that consumers were offered a genuine lifetime warranty. However, the claim ‘’Lifetime Warranty’’ was presented without any explanation of its conditions or limits and no information was provided as to where such details could be obtained.
Furthermore, based on the communications between the complainant and the advertiser, the ‘’Lifetime warranty’’ statement appeared as an aspirational statement reflecting the advertiser’s general confidence in their products, rather than a formal warranty for their customers.
For these reasons, Council unanimously determined that the advertisement was in violation of Clause 5 (Guarantees) of the Code, which requires that any guarantee or warranty be fully explained as to its conditions and limits, and that the name of the guarantor or warrantor be provided, or that information on where such details may be obtained be clearly indicated.
Infraction:
Clause 5
