B&Q ads were misleading

Published:  17 February, 2011

LONDON: A B&Q loft insulation advertisement was misleading said the Advertising Standards Authority.

Two sentences in the ad were judged to be misleading: the headline "Insulate your loft for only £25" and the claim that "A fully insulated loft could save you around £150 a year".

The product on offer was a top-up of insulation measuring 170mm rather than enough to fill a whole loft to a government recommended level of 270mm, and so the ASA decided the headline was misleading.

Estimated savings quoted in the advert were based on findings from the Energy Savings Trust, which calculates that on average £145 could be saved using 270mm of insulation but says that the product advertised by B&Q would only lead to savings of around £40.

Promotions have been key to B&Q's strategy over the last few months, with the retailer starting its January sales on December 17th in order to improve falling sales.

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