Gem 106 in trouble for misleading commercial

A commercial message which appeared on Gem 106 during September has put its owner Orion Media in breach of Ofcom rules.

The commercial message said: “…Pentagon Vauxhall, Derby and Mansfield – brand new Astra from £9,995.
Terms and conditions apply”.

Although the commercial reference was broadcast from 15 to 30 September 2015, the complainant visited Pentagon Vauxhall, Derby, on 29 September 2015, when he was told the offer had ended.

Orion said it assumed the dealership would inform it of any significant change in availability, rather than actively seek to verify the continued validity of the offer.

The ad was cleared thru Radiocentre but the car dealer said the offer was only on utill stocks last and it has a busy weekend just before the end of the campaign.

Ofcom has reminded licensees that it is their responsibility to ensure that commercial references in radio programming do not mislead listeners as to the availability of promoted goods and services.

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