Moncrief “handmade in Italy” and “featured in top international fashion magazines” claims found to be misleading

ASA Ruling on Sterling Wholesale Ltd t/a Moncrief

The ASA has ruled that claims on Moncrief’s website about their products being handmade in Italy and frequently featured in top international fashion magazines were misleading. The assertion that “Each item is handmade in Italy” was not substantiated for all product lines, and evidence was insufficient to support the claim that Moncrief products had continually appeared in top magazines. The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation). Moncrief must ensure future claims are substantiated and accurately reflect the origins and media features of their products.