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TV adverts for a British furniture firm have been banned over ‘misleading’ claims that it does not use veneer.Oak Furniture Land gives a ‘No veneer in "ere"' pledge that all its cabinets are made from 100 per cent solid hardwood.It says veneer, plywood and chipboard are ‘never used’. But it has emerged that it uses ‘oak wrap’ for products’ legs – which watchdogs said is a form of veneer.The legs are made from gluing together small pieces of oak wrapped in a thin layer of the wood. An advert for Oak Furniture Land, pictured, claimed it did not use veneer for its products but a complaint against the business has been upheld The Advertising Standards Authority received complaints that the adverts were 'misleading' because product legs were made of 'oak wrap' - a form of veneerDetails of the technique were revealed following complaints to the Advertising Standards Authority that the UK’s largest retailer of hardwood furniture was misleading shoppers.A TV ad featured characters saying ‘No veneer in ’ere’ in a furniture store.
A similar YouTube clip stated the firm only sold ‘100 per cent solid hardwood furniture’.And its website vowed: ‘All of our cabinet furniture is made from 100 per cent solid hardwood from top to toe; veneer, plywood and chipboard are never used.’Banning the ads, ASA said: ‘While we acknowledged that the outer layer covered a higher quality base material than was the case with some other veneered furniture, we considered that the “oak wrap”, in effect, functioned as a veneer.’ The ASA has since banned the ad, pictured, and told the firm to remove any references to its previous claims But the company has stood by the message and said customers would understand ‘no veneer’ meant products did not contain a layer of hardwood surrounding cheap chipboard or MDF It has banned the firm from running the promos again and said it must not ‘state or imply that products had “no veneer” or were made from “solid hardwood” if they were manufactured using the “oak wrap” technique or other similar techniques’.
But Oak Furniture Land said consumers would understand ‘no veneer’ meant products did not contain a layer of hardwood surrounding cheap chipboard or MDF.Meanwhile the firm said it would appeal the ruling and challenge the decision, if necessary, in the courts. It insisted the ‘oak wrap’ technique was an industry-recognised cabinetry technique for joining pieces of solid hardwood. Bosses said it strengthened furniture by preventing it from expanding or contracting and reducing the chance of warping or splitting. The firm said it was 'genuinely shocked and baffled' at the decision to challenge the advertChief operating officer Terry King said: ‘We are genuinely shocked and baffled at the ASA’s decision to challenge matters which are central to our advertising campaign.‘We firmly stand by our promise that we use only 100 per cent solid hardwood in our furniture. 'The current language we use in our advertising is commonly and widely used across the retail industry, to help the consumer make a clear distinction between “solid”, “no-veneer” products, and furniture made with poorer quality materials – covered with thin wood or man-made veneers.‘
Consequently, the ASA’s decision could have far-reaching implications for the furniture retail industry as a whole.’Something caught your eye in our advert? Shop the design pieces below. Name (A - Z) Name (Z - A) Price (High - Low) Price (Low - High) Orange velvet 3 seater sofa Rose gold hammered aluminium side table Smoked glass and copper ceiling light Low walnut shelving unit Grey upholstered dining chair Brass table lamp base Black/copper large tapered lampshade D51 x H36cm Black top copper vase Walnut stained oak floor lamp base Black/copper medium tapered lampshade D38 x H19cmUnited Furniture gives you great value and selection so you can make your house into a home. We offer a huge variety of furniture styles to suit the look you want for your home. If you're looking for bedroom, living room, or dining room furnishings at an affordable price without having to sacrifice in quality, we'll help you get the designer look without the designer prices.
United Furniture sets trends that allow you to make your home a place of relaxation and comfort. Nothing says more about a person then the way he or she lives. United Furniture will help you create your own environment. Come and see us! You'll be glad you did! United Furniture gives you great value and selection so you can make your house into a home. You'll be glad you did! Place your own ad I would like to place a advert in the Free Stuff! Want a different section? You can choose one on the next page.You can make changes later. Enter the text of your ad here: Oxford Freegle (formerly Freecycle): STOP! Before you landfill, remember that one person's rubbish is another person's treasure. Give away stuff for free here. Emmaus Oxford Furniture Store in Northway Estate collects re-usable furniture, electrical appliances and other household items, and then sells or re-distributes to people who need it. Special Offers and PromotionsTo make your advert as effective as possible we need as much information as possible to help you sell your chairs or tables.
Try to include the following information: We also advise that you include key words in your advert, for example if you want your advert to appear when someone types in Cheltenham or Stacking you need to include the text within the title or body of the advert. Click here for our price list and instructions on how to advertise with us To get the best interest, it is advised that you include the best photos you can get of your furniture. A customer will base 90% of their purchasing decision on the first photograph they see. If you are selling a job lot of furniture, I would try and show all the furniture in use for example set out for a wedding or used in a restaurant. Then photos of one chair from the front but to one side so you can see both the front, side and seat of the chair. Then another from the back and other side. If the chairs stack I would also show a stack of chairs. You can have one or as many photos as you feel necessary to sell your advert (within reason).