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10/105 DECISION Chairman’s Ruling 9 March 2010 Complaint 10/105 Complainant: R. Harris Advertisement: Kirkcaldie and Stains Complaint: The Kirkcaldie and Stains newspaper advertisement was headed: KIRKCALDIE & STAINS SALE On Now UP TO 50% OFF So go on, treat yourself… we’ll go halves The advertisement also contained an extensive list of various products with the corresponding sale price recorded next to it, some of which showed a discount of 50%, and some showing a lesser discount. Complainant, R. Harris, said: “ ‘We’ll go halves’ really means everything must be 50% off, yet they say ‘Up to 50% off’ which indicates that not everything is half price. Very misleading.” The relevant provision was Rule 2 of the Code of Ethics. The Chairman noted the Complainant, R. Harris’ concern that the advertisement was misleading where it said “we’ll go halves” as they were of the view that this implied that all sale items were discounted by 50%. The Chairman accepted this interpretation of the text “We’ll go halves” but was of the view that the overall message regarding the sale discounts was clear in the advertisement. She noted that the fact that everything was not discounted by 50% was made clear in the a advertisement through the text, as also noted by the Complainant, which said “Up to 50% off” (emphasis added). She also noted the advertisement contained a comprehensive list of items on sale and their respective discounts, which showed that, while some items were discounted by 50%, many were discounted by a lesser amount. She said there was no apparent breach of Rule 2 of the Code of Ethics, and accordingly ruled that there were no grounds for the complaint to proceed. Chairman’s Ruling: Complaint No Grounds to Proceed