Halfords Autocentre in ASA row
7 November 2012 
THE Advertising Standards Authority has upheld a complaint against Halfords Autocentres. The complaint was raised by the SMMT and concerned a promotion on Autocentre’s website suggesting that motorists could ‘save up to 50% on main dealer service prices’.
The Society of Motor Manufacturers and Traders Ltd asked the advertising watchdog whether the claim “Save up to 50% on main dealer pricing” was misleading and could be substantiated, because it did not make clear the basis of the comparison or take into account the class of vehicle or regional pricing variations. They were also concerned whether the advertiser was comparing like for like services.
The ASA took into consideration the fact that Halfords Autocentre had used a third party to check prices across some 190 main dealers, to arrive at the figure of ‘up to 50%’. However, it ruled that, as this survey was done over the telephone, Halfords Autocentre was not comparing like for like as, in the small print, the Redditch-based company states: “If a booking is made directly with the Autocentre, either by telephone or in person, prices may differ”.
Both the SMMT and Halfords Autocentre have reacted to the ruling. Halfords Bill Duffy said: “”Our independent research identifies just how much more motorists are being charged by approved dealer franchises in a large proportion of cases.”
“We also have evidence that shows a worrying trend towards drivers delaying essential car maintenance in order to save money – so clearly any opportunity to cut costs without cutting corners should be encouraged” he added.
However, the SMMT sees the ruling as both right and justified. CEO Paul Everitt said: “I hope all advertisers will accurately reflect the products and services they offer and avoid claims which don’t stand up to scrutiny. Manufacturer main dealers offer a high value and expert service to their customers. The investment they make in skilled and trained technicians, the access to latest manufacturer information and the use of approved parts ensures motorists who want to put their vehicles through a service, MOT or repair get great value at surprisingly competitive prices.”
The ASA ruled that the promotion could not continue ‘in its present form’. In response Halfords have now amended the wording to highlight what it says are savings of up to 40% over generally more expensive main dealers – rising to 60% if customers take advantage of a current online promotional offer.