0370 270 6000

already registered?

Please sign in with your existing account details.

need to register?

Register to access exclusive content, sign up to receive our updates and personalise your experience on brownejacobson.com.

Privacy statement - Terms and conditions

it’s all about how you couch it….

2 March 2012

The Advertising Standards Authority (ASA) has banned Sofa King’s regional press ad which included the slogan “The Sofa King – Where the Prices are Sofa King Low!” after receiving three complaints.

The ASA held the slogan could be “interpreted as derivative of a particular swear word which consumer research had found to be a word so likely to offend that it should not be used in ads at all, even when it was relevant to the name of a product”. It concluded that it was likely to cause “serious or widespread offence” and that the ad breached the CAP Code.

The Sofa King have defended their use of the slogan stating that they have not received any complaints directly. The general online opinion appears to be that it’s all just a bit of tongue in cheek fun. However, the slogan does suggest a serious swear word so that once a formal complaint was made to the ASA, it had little choice but to ban the slogan.

related opinions

Cyber risks – are businesses really ready?

The Hiscox Cyber Readiness report, a review of 3300 organisations, will be a stark warning for CEO’s of SME’s in the UK and in Europe.

View blog

Wearable security

How secure is your fitness tracker? (Not to mention your smartwatch, sleep tracker, smart shoe insoles and wearable Bluetooth keyboard). It’s something that many of us give little thought to, but perhaps we should be more concerned.

View blog

Trade mark owners must reimburse internet service providers for the cost of implementing internet blocking orders

The Supreme Court handed down judgment in the long-running Cartier dispute of 13 June 2018, overruling the Court of Appeal

View blog

CJEU shapes up nicely for Louboutin red sole trade mark

The Court of Justice of the European Union has today given its judgment in relation to a key issue in one of the most hotly debated trade mark disputes in recent times.

View blog

mailing list sign up

Select which mailings you would like to receive from us.

Sign up