One of the UK’s leading solid hardwood furniture retailers, Oak Furnitureland, has welcomed the decision from the Advertising Standards Authority (ASA) to revoke its decision to ban the retailer from using its ‘100% solid hardwood’ and ‘no veneer in ’ere’ phrasing.
The decision comes after a 12-month independent review of the case, which ignited widespread debate across the retail industry, after questions were raised around the retailers ‘no veneer in ‘ere’ adverts and by association the 100% solid hardwood claims. The ASA’s original decision banned the use of these claims regarding some of the retailers dining tables.
Jason Bannister, CEO and founder of Oak Furnitureland, says: “In 2003 we formed Oak Furnitureland and our goal was simple - It was to manufacture 100% solid furniture at a price that everyone could afford. This was at a time where anything well-made or solid seemed to cost a small fortune.
"Just under a year ago the ASA questioned our motives and went against its own experts, thousands of consumers and took a mistaken view on what ‘solid’ and ‘veneer’ meant. The implications of this went far past Oak Furnitureland and this decision made it harder for consumers to make an informed choice around quality in many areas of their lives, not just when choosing furniture, but when buying kitchens, doors, floors, the list goes on and on. We could not stand by and let this happen.
"Almost a year later the ASA has reversed its original decision and they have confirmed that our furniture is 100% solid and we do not use veneers. We would like to thank the ASA and the independent reviewer for their courage on revisiting such a high-profile issue which has such major ramifications.
"With the incredible growth of online shopping it has become increasingly simple to buy from just a picture and it is equally as simple to be misled around the materials used. Now, more than ever before it is important that retailers should be made to use clear and truthful labelling, this ruling should pave the way for a set of rules that make retailers or manufactures tell consumers what the furniture they are buying is actually made of.
Our messages of “no veneer in ‘ere” and “100% Solid Hardwood” let consumers know that Oak Furnitureland is fully transparent and open about the materials that are used to make our furniture. We use solid hardwood all of the time. There is no confusion and never should have been!”
