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Matalan's knuckles rapped over advert

Matalan has had its knuckles rapped by the Advertising Standards Authority after a single complaint that its click-and-collect adverts claiming there was “plenty of parking” were misleading.

The advert promised customers “Collection is easy. Our stores are open seven days a week with plenty of parking. Get your style, your size, delivered your way. Matalan. Shopping that suits you.”

On-screen text towards the end of the ad stated “subject to availability”.

Matalan said the majority of its 217 stores had dedicated car parks, although there were a “small number” in shopping centres that used shared parking areas.

But the ASA said: “Because the ad particularly highlighted that Matalan stores had “plenty of parking”, viewers would be likely to understand the claim to mean that all Matalan stores had their own dedicated large on-site car parks, or at the least that they shared large on-site car parks with other stores if they were situated in a retail park”.

“We considered the ad’s emphasis on the ease of collecting online orders from Matalan stores reinforced that impression.”

Although the watchdog accepted that this was the situation in most cases, it ruled that it was misleading because it was not in “all” stores.

A second complaint around Matalan advertising free car parking was not upheld, however, as the advert made clear that it was only in “selected stores”.

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