Could Halfords’ latest anti-dealer ads face ASA challenge?
18 September 2023
A Halfords advertising campaign telling customers they may be “paying over the odds for repairs” could be challenged through the Advertising Standards Authority if it has been selective with the comparisons it’s made.
The high-profile ‘Dealer or No Dealer’ campaign attacks franchised retailers by highlighting that cheaper repairs using OEM-verified parts, which do not invalidate warranties, are available.
Chief executive Graham Stapleford said research showed motorists could save more than 50% on repairs by using Halfords instead of franchised retailers.
Iain Larkins, director of Radius Law, says it remains to be seen whether the punchy campaign is a fair comparison – and if Halfords has been selective with its comparisons, it could be in trouble again with breaching advertising rules.
“Advertisers have a legal obligation to ensure that they do not mislead consumers and that includes an obligation to not omit material information,” he said.
“In 2012, Halfords was reprimanded by the Advertising Standards Authority for a similar campaign because the comparisons it made were not on a like-for-like basis.
“I suspect Halfords will be challenged about its new campaign or, at least, face some retaliation advertising.”There are other benefits of using an authorised retailer too, added Iain, particularly access to free warranty work.
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