TNT Post advert: Banned and blown-up
The folks at TNT Post have been doing adverts, but alas, they've been chatting a load of BS. They compared themselves to the Royal Mail and implied that they offer the same service and similar prices... when they don't.
The TNT leaflet showed a picture of a bloke in a TNT uniform and said: "What does my postie look like? Like this – in a smart uniform which our posties wear at all times on duty. Like Royal Mail, all are CRB-checked and fully trained in how to keep mail safe and secure."
"We operate under exactly the same rules and regs as Royal Mail – authorised by the government to carry mail and watched over by Ofcom."
However, they don't and the ad got banned by the ASA.
Royal Mail, naturally, were the ones to flag this up, saying that the ad was misleading because TNT aren't required to deliver to every address in the UK on a next-day basis like they are and, not only that, it isn't fair that TNT implied that the service they provided was better than Royal Mail's.
TNT said that the whole thing was designed to make consumers feel safe and secure, rather than make Royal Mail cry.
However, the Advertising Standards Authority (ASA) said the ad suggested that TNT was subject to the same service levels as Royal Mail in all areas, and that's not the case.
ASA said the reference to mail being "delivered ... all over the UK" was misleading and that information in the advert didn't allow readers to identify for themselves how TNT was better than the Royal Mail in respect of prices and such.
ASA ruled that the ads mustn't appear again: "We told TNT Post UK to ensure future ads did not suggest that they were subject to the same service levels as Royal Mail, that they delivered mail themselves to all parts of the UK or that their prices were competitive in relation to those offered by Royal Mail unless they could substantiate that that was the case."