A TV ad for a magazine that showed readers how to build a model Routemaster bus has been banned for not making clear they would need 130 issues at a cost of more than £1,150.
Eight people complained about the advert and website promoting the weekly magazine, published by Hachette Partworks.
The complaints were upheld and the publisher was warned by the Advertising Standards Authority future ads must make clear the total costs involved.
The publisher claimed it had ‘made it clear’ on its website the cost of subsequent issues of the magazine and the number required to fully assemble the model bus.
But the ASA said the text ‘was not sufficiently prominent and likely to have been overlooked by consumers’.