On its website, Iceland boasted how #8220;79 per cent of those surveyed thought the overall quality of Iceland’s crumpets was excellent or good (compared) with 62 per cent rating the Mamp;S crumpets as excellent or good.#8221;
But bosses at the ASA disagreed and banned the ad from being used again.
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It said: #8220;We noted that participants in the test had been asked to assess the two crumpets for a variety of factors, including taste, appearance, texture and freshness, which we considered were likely to contribute to a consumer’s understanding of quality.