ASA warns Carlsberg over future promotions

Carlsberg UK has been advised by the Advertising Standards Authority (ASA) to make a reasonable estimate of the response to future promotions, following a consumer complaint.

The complainant challenged the availability of a free pair of Carlsberg pint glasses, which were included as part of a prize promotion on packs of Carlsberg in January 2011.

The advert on the promotional packs stated that consumers will be eligible to send off for the glasses, which were "available while stock lasts."

Carlsberg stated that the promotion made clear that the glasses were available while stocks lasted and explained that they forecasted the required stock levels for the promotion by comparison to a previous similar promotion.

The ASA ruled however that did not relieve Carlsberg of their obligation to do everything reasonable to avoid disappointing participants.

Darran Britton, marketing & strategy director, Carlsberg UK, said: "There was an overwhelming response to the promotion, which clearly shows how much customers value the Carlsberg branded glassware. Despite our planning, that did mean that we initially underestimated the number of glasses that would be needed.

"We sourced new stocks as quickly as possible, and these are being dispatched to all customers who claimed them. In light of the ASA comment we will, of course, review the likely rate of redemption when we plan similar promotions in future."