The Autoglass radio ad that recently was deemed misleading by the Advertising Standards Authority (ASA) had not gone through the company's normal approval process, according to Samantha Day-Tillotson, public relations manager for the United Kingdom-based company, which is owned by Belron.
"All Autoglass® adverts go through a stringent approval process, but due to an oversight on this occasion this radio advert did not and the way the message was phrased was misinterpreted," says Day-Tillotson. "As soon as the advert was broadcast we realized our mistake and we decided to withdraw it."
She adds, "Autoglass apologizes for this error and as a result has tightened its approval processes."
In the complaint, Glass Doctors (which also is a United Kingdom-based company, unrelated to the United States-based Glass Doctor), alleged that the company's television and radio ads were misleading, and that they led the customer to believe that any windshield chip would result in a failure of the customer's Ministry of Transport test (MOT).
The complaint against the radio ad was upheld, and the company has ceased running the ad.
