Pollster De Hond must not advertise product

TV commercials for the energy supplier Nederlandse Energie Maatschappij (NEM) featuring opinion pollster Maurice de Hond contravene the advertising code, reports Wednesday’s Volkskrant.

According to the committee that operates the code, De Hond is an independent expert who is looked up to by the public and as such is not permitted to promote a specific product, the paper reports.
In the commercial, De Hond says that 94% of the population could save money by switching to another energy supplier.
De Hond says he is surprised by the ruling. ‘I have the role of a researcher in the advertisement.
‘On the basis of research among 2,500 people, I come to the conclusion that many people could save money on their energy, without coming to the conclusion that the NEM is the cheapest in all cases. Commercials often refer to independent research,’ De Hond is quoted as saying in the Volkskrant.
The NEM tells the paper that it is to appeal the decision of the advertising code committee.

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