ASA investigate complaints that children's shoes do not come with free genuine diamond bracelet
If you aren’t a seven year old girl, or you don’t watch Saturday morning kids television, you might be forgiven for not having heard of Lelli Kelly shoes. For the uninitiated, if you imagine someone has ground up a unicorn in a blender, swallowed it, and then vomited the contents up onto a pair of trainers, you might get close to imagining what Lelli Kelly shoes look like. However, matters of taste aside, Lelli Kelly have recently been investigated by the ASA over an ad that was accused of being misleading.
In addition to rainbow diarrhoea shoes, Lelli Kelly also do a line in school shoes and boots, which are mostly patent leather but which can be jazzed up by the addition of straps and buckles and of sparkly jewels to the outside of the footwear. After all, a girl can never have too many jewels. Nevertheless, a lack of blanket glitter coverage was not the reason for the complaint to the ASA. A recent advertising campaign by Lelli Kelly was even offering miniature fashionistas the opportunity to get a free gift of a diamond bracelet that matched the diamonds on the boots. Amazing. Unfortunately, a number of viewers complained to the ASA as it transpired that the diamond bracelet on offer was not actually made of diamonds, but was cheaper plastic sparkly stuff, just like on the shoes. Which were not studded with real diamonds either, it turns out. There were also complaints that the advert “took advantage” of the “credulity” of children.
Now, whatever your opinion on Lelli Kelly shoes themselves, or their inhumane treatment of unicorns, you are probably feeling a modicum of sympathy for them for being rapped by the ASA for offering fake diamond bracelets, when anyone with half a brain would have known the bracelets were not made of real diamonds. However, your sympathies would be misplaced, as the ASA also believe that only a muppet would have thought you could get a ‘real’diamond bracelet freewith a pair of children’s shoes.
Of course, they didn’t put it quite like that. The ASA decision took into account the selling price of the shoes (between £49.90 and £74.90. Yes. For children’s shoes) and “considered that adults, who would make a decision on whether to purchase the product, would understand from those visuals, the reference to the studs and the fact they came free with a pair of children's boots, that the bracelet did not include real diamonds.”
Hurrah for the ASA. However, there is a serious point, which is that the ASA has to investigate all complaints even if only made by one person (the Lelli Kelly complaint had six idiots)- regardless of whether said complainant is several sandwiches short of a picnic or not…