'Unbeatable'

The most frequent uses of the word 'unbeatable' are outlined below, together with what is needed for clearance.

'Unbeatable value': adequate assurance that the advertiser sells his products or services at generally low prices (this is particularly necessary when advertisements include prices or price comparisons).

'Unbeatable choice': adequate assurance that the advertiser sells as wide a range of products or services as that of his competitors.

'Unbeatable prices': a copy of the advertiser's Price Promise is needed which must spell out how consumers, should they find a cheaper price elsewhere, can be reimbursed so that they pay an unbeatable price. The copy needs to refer to the Price Promise in a tag such as 'if you find X cheaper elsewhere, we'll refund the difference' or 'we won't be beaten on price, see our price promise in-store'.

'Unbeatable prices guaranteed'': a copy of the advertiser's Price Guarantee is needed whose written terms must be made available to consumers at the point of sale; evidence of regular, ongoing price monitoring of his competitors' prices to ensure that his remain unbeatable; and confirmation that, in the event of any challenge to his 'unbeatable prices guaranteed' claim, he will refund the customer by matching the new, lower-found price and will reduce his price to the lower level.


Unreasonable Discrimination

Radio stations must not unreasonably discriminate against or in favour of any particular advertiser. Acceptance or non-acceptance of particular categories of advertisement must be consistent at all times.


'Unique'

The word 'unique' is a factual claim which requires detailed substantiation.


Utilities, Claims by

Special care is needed when considering price savings claims by gas, electricity or water companies. All draft scripts which include comparative savings claims need to be accompanied with full substantiation. All such claims must be fully qualified in the main copy or by means of a tag.

Bear in mind that if a utility company claims to have cut costs, the RACC needs to know whether it is for all customers and on all tariffs, e.g. 'we have brought down our costs for all domestic customers'. If an offer does not apply to all customers, this will need to be stated, possibly in a tag, e.g. 'excludes low users'.

If an offer is dependent on a specific level of usage of the service, this must be indicated in a tag, e.g. 'price reduction based on a typical annual consumption of 3300 kWh on our domestic tariff'. If specific price savings are available only to customers who pay by direct debit, this should also be qualified in the copy.

The same principles apply when making comparative claims. If a utility company claims to offer a cheaper service than a competitor, it must be clear whether all customers will always save money against the competitor, or whether certain conditions apply. Any important limitation relating to the price saving must be qualified specifically, e.g. 'savings for high users only'. 'For conditions, contact …' is not sufficient.

Savings comparisons between utility companies must always be made on a like-for-like basis. Methods of payment should be compared fairly, e.g. savings via direct debit schemes should be compared against comparable direct debit schemes by competitors, rather than against the competitor's quarterly payment schemes.