Sainsbury’s Bank Credit Card TV Advert Banned

Sainsbury’s Bank have had their TV advert banned as one viewer complained to the Advertising Standards Authority that their ad had put the message across that using a their credit card was the best way to fund renovation on a property.

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“A Sainsbury’s Bank TV ad has been banned for “trivialising” credit cards and presenting them in a “socially irresponsible” way.The campaign featured a couple talking about how their credit card had helped them do up their house.

They said: “Being our first renovation, we kind of went in headfirst really. I just started knocking things down, didn’t I? Yeah, you got a bit overexcited. We definitely bit off more than we could chew.

Washing up in the bath, we cook on a camp stove and we sleep in a camper van.“Getting a credit card, we’ve been able to pay along our terms and use the flexibility that that gives us.

If we can get through that, we can get through anything.”As they spoke, there were shots of cartoon bulls stampeding, a building being demolished, a dog chewing a bone and two people being shot out of a cannon.

Text then showed the terms and conditions followed by a voiceover which said: “It’s never just money, it’s freedom.

Credit cards from Sainsbury’s Bank.”One viewer complained to the Advertising Standards Authority that the ad suggested the best way to finance property renovation was with a credit card.

Sainsbury’s Bank said the ad featured a real couple talking about their experiences in an unscripted way. They said their card had given them more flexibility, but did not suggest they had used it to fund the entire renovation.

It said the card offered an affordable alternative for customers as it gave 27 months’ interest-free credit up to a limit that Sainsbury’s believed was suitable for funding parts of doing up a home in an affordable, responsible way.

The ASA said it accepted the ad did not suggest the whole renovation had been paid for by credit card – rather, it was used as an easy solution for unforeseen expenses.However, it said the couple’s comments suggested “additional costs had been incurred because of ill-considered or reckless decisions and lack of planning”.

The ASA said the overall impression was that the card could be used to fix problems that arose during a non-essential project, while failing to emphasise the potential risks of using credit.It therefore banned the ad, ruling that it “trivialised the process of taking out credit and was therefore irresponsible”.

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