The Advertising Standards Authority has upheld one of two complaints about a Magnum promotion across social media platforms and third-party websites to celebrate the brand’s 25th anniversary.
The promotion offered 25 people the chance to win a limited edition Henry Holland Magnum-inspired dress “worth £5,000”.
Two of the winners who were disappointed with the dress they received and challenged whether the prizes had been awarded as described in the marketing.
The ASA considered the way in which the value of £5,000 had been reached was “unsatisfactory” and the value stated had not been substantiated.
It also said that the prizes had not been awarded as described because they did not match the expectation created by the implications of the marketing.
The ASA ruled that the ads must not appear again in their current form and it told Unilever UK and Asos.com which also ran the competition on its site, to ensure that prizes in future promotions were awarded as described and to avoid causing undue disappointment to participants.
”We were disappointed to learn of the ASA’s ruling but, of course, respect their decision,” said a Unilever spokesman. “The promotion was intended to provide our winners with a bespoke, money-can’t-buy dress and we know the vast majority of our winners were very pleased with their prize.”
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