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Proctor abandons misleading Roofshield claims
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The Advertising Standards Authority has upheld two complaints from Klober about an advertisements by The Proctor Group in relation to its roofing underlay Roofshield. In particular, the ads included such claims as Roofshield “Was often imitated but never beaten”, offered “Superior vapour permeability”, was “Still the best” and “The only breather membrane with ventility” (ventility refering to the ability to be both air permeable and vapour permeable). The ad also claimed that “…this superior membrane … continues to offer the highest performance of any breather membrane available today”. While the Proctor Group agreed to remove the claims in what is described as an informal resolution, the ASA had received similar assurances in July. Klober Managing Director David Arendell commented “Our air-open membrane Permo Air is 13% more breathable and offers lower water vapour resistance than any other underlay currently available. It is disappointing that we had to make two complaints to the ASA but we are now satisfied that Roofshield ads will no longer contain these misleading claims”. The adjudications are recorded on the ASA website on 22nd October and 16th July.
