Heinz reprimanded for omitting significant conditions in on-pack promotion

The Advertising Standards Authority (ASA) has upheld a complaint against HJ Heinz Foods UK, alleging that the company omitted significant conditions of a promotion.

The Free Dayz Out promotion, advertised on a number of Heinz products between 28 June 2023 and 31 October 2023, encouraged shoppers to claim their voucher on a microsite, and featured a graphic of a ticket stub with a QR code.

Heinz said the ad contained clear instructions on how to enter the promotion, and as it was ‘significantly limited’ by space, it directed consumers to an easily accessible alternative source, the quick-response code and the web address on-pack, which contained all significant terms and conditions.

The ASA, however, said the omission of significant conditions was likely to mislead shoppers and didn’t agree with Heinz’s contention of limited space, saying that the ad was not ‘sufficiently limited’ by time or space to justify their omission.

The regulator ruled that the ad must not appear again in the form complained of, and told Heinz to ensure that their future marketing communications included all significant conditions where the omissions of such conditions was likely to mislead.