On 18 November 2015, the Advertising Standards Authority (ASA) published its ruling with respect to a TV ad for a furniture and electrical products supplier – Dunraven Finance Ltd trading as “Buy as you View”. The TV ad depicted a woman pointing a remote control at various electrical items and furniture, which then transformed into new electrical items. A voiceover stated that its “low weekly payments system with no deposit” put the consumer in control and that credit was “just 58.7 % APR”. A viewer challenged the ad as being irresponsible, because they believed it depicted impulse buying on credit.
The ASA upheld the complaint and held that it breached BCAP Code rule 1.2 (Social Responsibility). As such the ASA held that the ad could not be broadcast again in its current form.