ASA dismisses TNT Express gripe

The Advertising Standards Authority (ASA) has thrown out a complaint lodged by TNT Express (UK) against Royal Mail’s Special Delivery service following a spat over whose premium service is the best.

TNT Express complained to the advertising watchdog about a direct marketing campaign in which Royal Mail claimed its service was cheaper and better than its competitors.

The first mailing, which asked ‘How many reasons do you need to choose Royal Mail Special Delivery at your local Post Office branch?’ quoted study carried out in February 2004 by Research International. The probe found its service was at least half the price of rival companies’ schemes, and more reliable, with staff helpful and polite.

A second mailing claimed that for every 100 packages sent by Special Delivery, 95 were delivered undamaged, while TNT only managed to get 77 packages in 100 delivered intact. These claims where based on NOP Courier Challenge research in 2002.

TNT Express complained that both mailings were misleading, because the methodology of the surveys was not made clear.

It submitted a 2004 survey carried out by Triangle Management Services reporting a better service than claimed in the mailing. But the ASA ruled the report measured different aspects of performance and products that were not relevant in this case.