Reader's Digest advert misleading

The Advertising Standards Complaints Board has upheld a complaint that a Reader's Digest advertisement was misleading and found that as a whole it failed to meet the test of a truthful presentation.

The direct mailer was addressed "rush issue, unclaimed cash notice enclosed ... $45,000 awaiting disbursement". Inside, a select group of recipients of exclusive personal lucky numbers were encouraged to activate their numbers to claim a cash prize.

S. Hood said tens of thousands of lucky numbers had been sent out and the company's website revealed that the odds of winning the prize were one in 4,234,000.

The advertisement said the prize was unclaimed, when it was not drawn until December 2006.

"Finally, they have neglected to state the important fact that this draw includes Australia as well as New Zealand, making the odds of winning so much more impossible."

The magazine said the circular directed readers to a website where the full terms and conditions of the draw were clearly set out.

The winning number was randomly selected at a drawing by accountants KPMG before the promotion began and it would remain in their safe while the promotion ran.

The words unclaimed were used to simply draw attention to the fact that the sweepstake was not over and the prize was yet to be won.

Reader's Digest also argued that Australia's involvement in the competition was disclosed.

The board said the language crossed the line and the use of exaggerated claims would be likely to mislead consumers.