Clothing manufacturer Damart, whose warehouse is in Steeton, broke advertising codes (From Keighley News)
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Clothing manufacturer Damart, whose warehouse is in Steeton, broke advertising codes
11:50am Friday 13th September 2013 in News
Clothing manufacturer Damart, whose warehouse is in Steeton, broke advertising codes when it sent out mail marked “confidential” and “time sensitive” that turned out to be a prize promotion and catalogue.
The Advertising Standards Authority has published a report into the contentious mail, claiming the company misled recipients over how important it was and broke the Committee of Advertising Practices’ code.
The company has now admitted it “got some elements wrong” with the promotion.
Mailed to customers in May, the brown envelope containing the catalogue said in bold letters: “Confidential – for the addressee only” and “Your time-sensitive documents are enclosed.”
But on opening the envelope, recipients were greeted with marketing material for the company rather than urgent documentation. One complained to the ASA about the mail, claiming the company was attempting to exaggerate its importance, and that it was not obvious it was an advert.
The ASA has ordered Damart not to carry out such marketing again.
The company was also criticised for not specifying when the 14 -day time limit started and ended, and the ASA concluded this amounted to misleading advertising.
A spokesman for the company said: “Damart will look closely at the ASA ruling and, of course, abide by its findings.
“Damart has more than a million customers across the UK and we would never want to give any of them cause to complain. We regularly run prize draws and giveaways which, our research shows, are extremely popular.
“On this occasion, we clearly got some elements wrong and we will make sure this mailer is not repeated.”