Misleading jewellery pictures lead to consumer complaint

CONSUMERS who rely on images on promotional material to find what they see in the shop should be able to rely on this promise, but in the case of the jewellery chain Lovisa, some of its advertised products could not be found in the store.

- ZELDA VENTER

The Advertising Regulatory Board (ARB), in one of its latest findings, rebuked the jewellery chain for not delivering on its promise despite Lovisa not being a member of the ARB.

This followed a complaint by a consumer, who could not find the items displayed in pictures in its promotional material, which displayed sparkling images of jewellery in its stores.

The complainant submitted that the items in that picture are never for sale. In fact, they don’t even stock those items, the complaint read.

The ARB said the advertiser (Lovisa) was afforded an opportunity to respond to the complaint but failed to do so.