Saturday 27 May 2017

World Cup 'eye test' ad cleared

An Asda ad offering free eye tests for Uruguayans has been cleared of causing offence
An Asda ad offering free eye tests for Uruguayans has been cleared of causing offence

An Asda ad offering free eye tests for Uruguayans after one of their countrymen "missed" Frank Lampard's equalising goal at the World Cup has been cleared of causing offence, a watchdog has said.

The online promotion for Asda opticians stated: "Our special World Cup offer: Free eye tests for all Uruguayans. Like everyone in England, we couldn't believe our eyes when the Uruguayan referee and linesman failed to recognise Frank Lampard's equalising goal against Germany."

It continued: "We're responding by offering all Uruguayans a free eye test to avoid anything like this happening again."

One complainant, a British-Uruguayan, objected that the ad was offensive.

Asda said 15 customers had taken advantage of the offer.

The retailer apologised and said it had not intended to cause widespread offence, adding that future similar campaigns would be extended to all Fifa-registered referees and their assistants.

The Advertising Standards Authority (ASA) rejected the complaint, saying: "We understood that the promotion was intended to be light-hearted and humorous, exploiting the controversy resulting from the Germany and England World Cup game.

"In that context, while we acknowledged the attempt at humour might be distasteful to some, we considered that most readers of the ad would interpret it as football banter rather than malice towards Uruguayans."

Press Association

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