New Zealand Comfort Group Ltd, Digital Marketing, Television
COMPLAINT NUMBER 18/020
COMPLAINANT D Anton
ADVERTISER New Zealand Comfort Group Ltd
ADVERTISEMENT New Zealand Comfort Group Ltd, Digital Marketing, Television
DATE OF MEETING 18 January 2018
OUTCOME No Grounds to Proceed
Advertisement: The television advertisement for the Sleepyhead Sanctuary bed shows a woman waking up with the voice-over saying "There's that moment between sleep and awake. When your senses begin to breathe in the world around you and your awareness blooms. When you're blissfully unware of anything that happened yesterday or will happen today. And in that moment, it's beautiful. Sleepyhead Sanctuary, the most beautiful sleep ever made."
The Chair ruled there were no grounds for the complaint to proceed.
Complainant, D Anton, said: This advertisement for the Sleepyhead Sanctuary makes an impossible to prove, unsubstantiated claim and the ad is therefore misleading and irresponsible. Towards the end of the ad, it claims the sanctuary bed is, "Sleepyhead Sanctuary, the most beautiful sleep ever made"-
This is a ludicrous claim that cannot be proven and is misleading consumers.
The relevant provisions were Code of Ethics - Basic Principle 4, Rule 2.
The Chair noted the Complainant's concern the advertisement made misleading and unsubstantiated claims about the quality of sleep the product provides.
The Chair said the advertisement was hyperbolic in nature and the claim "most beautiful sleep" was a term which had no real meaning. The Chair said the advertisement did not make any specific claims capable of substantiation and was therefore unlikely to mislead consumers.
The Chair ruled the advertisement had been prepared with a due sense of social responsibility to consumers and there was no apparent breach of the Code of Ethics.
Accordingly, the Chair ruled there were no grounds for the complaint to proceed.
Chai r' s Ruling: Complaint No Grounds to Proceed