Direct Wines brand Laithwaites is understood to be facing a major customer recruitment shortfall after being hit by three DRTV ad bans in as many weeks, which have seen it forced off TV.
The first ad was banned last month after a customer complained that an offer of a free corkscrew with every order was found wanting. Having ordered the wine, he was told that the corkscrew was out of stock.
Laithwaites cited changes to marketing plans and internal errors which resulted in a shortage of the stock but the ASA believed the firm knew it would not have sufficient stock to meet demand and banned the ad from running again until it had enough.
The other two ASA bans concern complaints that DRTV ads failed to make clear that customers would receive additional full price cases of wine every three months unless they opted-out.
The ad stated “You can continue your journey of discovery … There’s no commitment …” and considered that viewers were likely to infer that if they wanted to receive further cases, they would have to opt in to do so and that “Future wine would be delivered every few months” at a price of £79.99 per case.
But the ASA ruled that it did not make sufficiently clear to viewers that, by responding to the offer, they would be joining a wine club from which they would actively have to opt out if they did not wish to receive further cases,
The watchdog concluded that both ads were misleading.
One source said: “DRTV has been one of the bright spots for Laithwaites’ recruitment lately and coming off air is likely to leave a big hole.”
