Direct vendor Mesh has denied that advertising it carries in the computer press is misleading after the Advertising Standards Authority (ASA) rapped it on the knuckles last year.
A competitor claimed that current adverts in VNU title 'Personal Computer World' suggested that awards itemised on the page were extracts from the text of reviews, ratings, and were not awards at all.
Last year the ASA investigated a claim by Mesh to be ?the number one award winning? company. At the time, Mesh said that it would submit any future claims to such awards to the ASA?s copy committee before running a similar advertisement.
Andrzej Bania, marketing manager at Mesh, said his company was justified in his claim. ?In 1996 Mesh Computers won more editorial awards for their PCs than any other UK based PC manufacturer. We believe that our original statement was clear enough, but we realise some people seem keen to misinterpret it.?
Bania said: ?We believe that all of our advertising is very clear and we have had positive comments from all of the main publishing houses to that effect. Our calculations show that we finished 1996 with a total of 23 awards for our systems and that our nearest competitor managed only 22. We do not include runners-up medals, reader surveys or prizes for the nicest telephone mmaner.?
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