Metro Radio censured for ‘misleading’ sponsor credit

Newcastle radio station, Metro Radio, has been investigated by industry regulator, Ofcom, after it broadcast a series of sponsor credits that a competing firm found objectionable.

Newcastle radio station, Metro Radio, has been investigated by industry regulator, Ofcom, after it broadcast a series of sponsor credits that a competing firm found objectionable.

A local window company, Factory Direct, had sponsored the station's hourly weather forecasts, with a slogan that claimed: "No one saves you more money". A competitor, Budget Windows, questioned whether the claim could be backed up.

Ofcom has ruled the sponsor credit was in breach of the rules on misleading content set down by the Committee of Advertising Practice.

The guidelines state: "All factual claims need substantiation and advertisers must provide supporting evidence. Ambiguity in the precise wording of advertisements must be avoided."

Although the regulator ruled Metro Radio had not taken enough care to check the claim before broadcast, it commended the station's quick reaction in changing the slogan, and considered the complaint to have been resolved.

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