Newspaper article The Journal (Newcastle, England)

Furniture company'STV Ad Banned by Watchdog

Newspaper article The Journal (Newcastle, England)

Furniture company'STV Ad Banned by Watchdog

Article excerpt

Byline: Ian Robson Reporter

A FAMOUS television advert has been banned after watchdogs said it was misleading.

The advert for Oak Furniture Land, which featured the phrase "no veneer in 'ere" was wrong, say the Advertising Standards Authority.

The chain, which has outlets in Gateshead and Stockton, was told not to use the advert again.

But it is not going down without a fight and has promised to appeal.

It followed an investigation after the ASA received a complaint that the company's products were partly made using a technique called oak wrapping.

Experts said other phrases in the ads, which claimed products were "100% hardwood" and "solid hardwood" were also misleading. The ASA investigation included similar claims on the company's own website and YouTube.

ASA said: "The ads must not appear again in their current forms.

"We told Oak Furniture Land not to state or imply that products had "no veneer" or were made from "solid hardwood" if they were manufactured using the "oak wrap" technique or other similar techniques." The adverts showed two men repeatedly claiming "no veneer in 'ere" as they walked around a furniture store.

The ASA adjudication said: "We understood that Oak Furniture Land used an "oak wrap" technique to construct their furniture legs, whereby the legs were formed by gluing numerous small segments of hardwood together, with a thin outer layer of hardwood wrapped around them.

"That meant the segments of wood used to construct the furniture were not visible.

"While we acknowledged that the outer layer covered a higher quality base material than was the case with some other veneered furniture, we considered that the "oak wrap", in effect, functioned as a veneer.

"While we agreed with the advertiser that consumers would not expect whole units of furniture to be whittled down from a single piece of wood, we considered they would be unlikely to expect from the claims "100% solid hardwood" and "solid hardwood" that parts of the furniture would actually be made from numerous smaller segments of wood glued together. …

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