Misleading Walkers Crisps holiday competition advert faces complaints

Published on : Wednesday, August 17, 2016

WalkersAn advert for a Walkers Crisps competition has been banned as more than 100 consumers complained that the competition which was offering 20,000 holidays is virtually impossible to win.


The Spell and Go promotion was featured on TV and presented by Gary Lineker, where participants were taking codes printed on promotional packets of crisps and entering them on a website to gain letters that would help them spell out holiday destinations. to win the competition, a completed name of the destination would be required.


However, customers took it to the social media complaining that it is impossible to get the letters C, D or K and hence impossible to complete the names of some of the places. People complained to the Advertising Standards Authority (ASA) that the competition withheld certain letters.


Amongst all the hush up, Walkers defended the promotion stating that all 6 destinations included at least one of the letters C, D or K – known as type one letters and that the company has ensured enough of these were in circulation to allow for 20,000 holidays to be won. Adding to the statistics, they also said that 796 families had won four-star, seven-night holidays worth more than £1.35m.


Following the complaints, the ASA said it was satisfied a small proportion of the total number of letters in circulation were type one letters.



However, the watchdog was not satisfied with another part of the competition, the “random swap” function, which allowed participants to swap letters within a “pool” on the competition’s website, which stated “all letters are treated equally”. The ASA discovered that C, D or K could not be won in the pool. The ASA said the omission was “misleading and likely to cause unnecessary disappointment to consumers”.



A Walkers spokeswoman however continued that they are aware some customers are disappointed for not being able to win a holiday. They otherwise assured that 20,000 holidays could be won if all the promotional packs in the market had been played.


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