Softline Pastel packaging under fire
The Pastel Accounting Partner 2009 product displays, on the rear of its packaging, the words “1 up to 20 users**” with a footnote on the bottom of the package saying “**Users can be purchased in increments according to your needs. Additional users can be purchased from Softline Pastel. One user equates to the loading of software onto one PC.”
David Bowker was not happy with what he claimed to be the ambiguity of the wording on the package, as in his mind it implies that 20 licenses would be granted for the purchase of the single package, with further licenses available to purchase thereafter.
Bowker submitted his complaint to the Advertising Standards Authority (ASA) of South Africa, citing misleading claims.
Softline Pastel responded to the complaint by stating that the wording is not ambiguous and is framed in clear and user friendly language, with the intention of indicating that the product can accommodate up to 20 users, and the footnote stipulates that additional user licenses can be purchased. The company also cited the fact that with over 50,000 units sold, this is the first complaint of this nature.
Not convinced by this argument, ASA has ruled that the wording, “1 up to 20 users**” gives the impression that 20 licenses for up to 20 PCs would be available with the purchase, and that the subsequent footnote does not clarify that this is not the case.
The ASA agreed with Bowker, and ordered Softline Pastel to remove the packaging within 3 months.
Pastel packaging claims – discussion
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