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Homebase and B&Q in marketing spat

Homebase has been slapped on the wrist for breaching advertising guidelines following complaints made by rival home improvement retailer B&Q.

The two retail chains were at odds after Homebase advertised what it claimed to be the "UK's best installation service" on the front cover of one of its brochures for its kitchens.

B&Q complained to the Advertising Standards Authority (ASA) on six counts, which besides asking if Homebase could substantiate the 'best installation service' claim, also included others such as suggestions Homebase had more awards and accreditations than any other specialist kitchen retailer, and that the Homebase team had received the 'highest accolades in the industry.'

Of the six complaints B&Q made, the ASA upheld four. The full judgement is on the ASA website.

Source : The Furnishing Report

17 November 2011
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