Supermarket group Albert Heijn broke the rules by suggesting shoppers could save up for the highest quality crystal glasses in its most recent freebie campaign, the advertising standards body said on Wednesday.
The Reclame Code Commissie said the supermarket group was wrong to advertise the Villeroy & Boch glasses as being crystal because they did not contain lead. One consumer complained to the body saying the glasses not only did not contain lead but they are not heavy enough to be labelled lead crystal.
The supermarket group said in its defence the glasses are not such high quality as lead crystal but are made of crystalline glass. In addition, they break less easily and are dishwasher proof.
Albert Heijn is not planning to appeal against the advertising standards authority decision. ‘Consumers can have confidence they have saved up for good quality glasses. Crystal glass is an acceptable term which is also used by other retailers,’ the supermarket group said.
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