The Richard Desmond/Peter Hill rag breached the rules, again, with this front page on 24 October 2009:
The problem? The 'free fireworks' were not 'for every reader' as the offer didn't apply in Northern Ireland.
Moreover, the tiny text written vertically down the right-hand side of the box said:
When you spend £15 at participating Sainsbury's stores
But only on page 31 did it make clear the £15 had to spent on fireworks.
In both instances, the ASA ruled the front page of the Express was misleading. Now there's a surprise.
The ad must not appear again in its current form.
Brilliant. As a one-off offer from four months ago, it wasn't going to appear again anyway.
So it seems the ASA is about as firm and relevant as the PCC when it comes to upholding complaints.