'Guarantee'

Use of the  words 'guarantee', 'guaranteed', 'warranty', 'warranted' etc. is acceptable only if a published document exists and its terms and conditions are inspected by the clearer (whether a radio station or the RACC). The meaning of the guarantee should either be outlined in the advertisement or confirmation obtained that the published document is made available to consumers at the point of sale.

The most frequent uses of 'guarantee' etc. are outlined below, together with what is needed for clearance.

'It's pure entertainment guaranteed' - no need for evidence when the word is used in the colloquial sense and cannot be measured in any way.

'Guaranteed growth bonds' - the terms and conditions of the promised financial performance should be forwarded to ensure that guaranteed growth is written into the consumer's contract at the time of purchase.

'With a ten-year guarantee' - a written guarantee must be available to consumers at the point of sale and must be forwarded for inspection.

'With a full money-back guarantee' - such claims are found in direct marketing advertisements where the consumer's money is refunded if dissatisfied with the product. The advertiser needs to provide details of how his refund scheme operates.

'Unbeatable prices guaranteed' - the advertiser must have a Price Guarantee whose written terms are available to consumers at the point of sale; must conduct regular, ongoing price monitoring of his competitors' prices to ensure that his prices remain unbeatable; and must confirm that, in the event of any challenge to his 'unbeatable prices guaranteed' claim, he will refund the customer and reduce his price to an appropriate level.


Gun Clubs

This is a prohibited advertisement category.


Gun Shops

Gun shops which sell outdoor sports/field sports/country-pursuit equipment (but also guns) may advertise, provided that guns are not mentioned in the advertisement and that the aim of the advertisement is not to publicise indirectly guns or shooting. It is important, therefore, that the shop sells a wide range of equipment (e.g. clothing etc.) which is not solely connected with guns and shooting.