Via The Advertising Standards Authority of Ireland (ASAI)

The radio ad:

“At Ben Dunne gyms we won’t be beaten when it comes to price and quality. One month’s membership is available from €22.95. Yes, one month’s membership only €22.95. So join a Ben Dunne Gym today for €22.95 and get one month’s membership. It includes free classes, a full range of cv and weights plus a lot more. So log on to Ben Dunne gyms today and join for only €22.95. Terms and conditions apply.”

The complaint:

The complainant considered that the radio advertisement was misleading as it did not make any reference to a joining fee that applied to monthly memberships. The complainant had noted the reference to terms and conditions applying in the advertisement, however, he considered that the advertisement should have specifically mentioned that a joining fee applied.

Ben Dunne Gym response:

The advertisers stated that the advertisement had stated that membership was available “from €22.95 per month” and that it had stated that terms and conditions applied. They said that there were several terms related to the membership and it was not possible for them to include them all in a 20 or 30 second advertisement. They also said that the advertisement had referred listeners to their website where they had clearly stated their prices and the joining fee was made clear there as they are an online business.

Conclusion:

The [ASAI] Complaints Committee noted that in order to avail of a monthly membership, a joining fee was applicable. The Committee noted that the advertisement had referred to terms and conditions applying. Whilst being cognisant of the limits of radio advertising, the Committee considered that a joining fee was a major condition that should have been specifically referenced in the advertising…

Action required:

The Complaints Committee told Ben Dunne Gyms to ensure that future similar advertisements included a reference to the required joining fee…

Ben Dunne Gyms (ASAI)

Thanks Jack Jones