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Kitchenware supplier flouts raft of advertising rules

Published: 8 January 2014
The website of and an email from cookware and kitchenware supplier Jean-Patrique have broken no fewer than seven of the Advertising Standards Authority's (ASA) rules.
Kitchenware supplier flouts raft of advertising rules
Jean-Patrique, which is the trading name of Sittingbourne, Kent-based Direct Response Fulfilment, is a serial offender when it comes to its marketing, which regularly generates complaints. However, when challenged, the company typically fails to respond to the ad watchdog.

In the latest breach the ASA upheld all seven of the claims made by a complainant. These were firstly that Jean-Patrique implied it had received editorial coverage in national newspapers when it had only appeared in paid-for ads, and secondly that it used a registered trademark symbol when the name was not trademarked.

The claim to have over 500,000 satisfied customers in the UK could not be substantiated, and a mill supposedly in a clearance event was still on sale several weeks later. Neither could the advertised previous selling price of £49.99 for the salt and pepper mills be proved.

The complainant also thought the image of the salt and pepper mills was misleading because, having bought one, she found it had the Jean-Patrique logo on it. And, finally, the claim that a can opener was free was misleading because customers had to pay £4.99 for post and packing.

The ASA said it was concerned that Jean-Patrique had not responded to its enquiries, and noted its "apparent disregard" for the advertising regulations. The company had not supplied evidence to back up its claims and its ads therefore breached the rules on misleading advertising, substantiation, prices, the word 'free', availability and endorsements and testimonials.

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