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Whitchurch driveways firm rapped by advertising watchdog

North Shropshire | News | Published:

A driveways company in north Shropshire has been rapped by the national advertising watchdog over claims it oversold the durability of its products.

Two complaints against Whitchurch-based Town & Country Driveways have been upheld by the Advertising Standards Authority.

The company had released a brochure, both on its website and as a hard copy, claiming that its product would provide "beauty that lasts and lasts".

Elsewhere, the brochure added "it is long lasting and durable, so will not incur the expense of having to be replaced in a few years.

"The beautiful effect will remain as stunning as the day it was installed. The wide range of colours available are all fade-free and will not be affected by sunlight or extreme temperatures."

However, the ASA was called in to investigate after a customer complained that Marlowe Court-based Town & Country had installed a driveway that had faded within two months – and had not helped put it right.

Now it has upheld two complaints against the company, warning it that the brochure must not be used again in its current form.

"We appreciated that the complainant's experience was not necessarily representative of the general quality and durability of the product," the ASA said.

"However, we noted that Town & Country Driveways had not provided any evidence to support their claims that the product was long lasting, would not be affected by sunlight or extreme temperatures, and would maintain its initial high-quality finish. In the absence of such evidence, we concluded that the claims were misleading."

Town & Country acknowledged the report but offered no defence or mitigation. It has so far been unavailable for comment.

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