The ASA slapped Musto on the wrist, pointing out that its durability tests had been run on the fabric and not made-up garments.

Musto was instructed to withdraw the advertisement.

However, Musto decided to run the "If it's not Gore-Tex, it's not good enough" advertisement again. The company changed the copy and submitted it to the ASA for approval.

But it still attracted a complaint from Henri-Lloyd.

As we went to press on this issue, the ASA handed down its adjudication, deciding not to uphold the four complaints submitted by Henri-Lloyd.

H-L challenged whether the product comparison was clear and fair, whether the test results substantiated the headline claim, whether the advertisement might confuse readers because it was similar to their own advertisement and whether the headline was unfairly derogatory because it implied the non-Gore-Tex products tested were sub-standard.

None of Henri-Lloyd's complaints was upheld by the ASA.

But the Musto advertisement that drew the most wrath was the one headlined "Crews on 7 out of 8 boats wore GORE-TEX clothing during the Volvo Ocean Race".

The Musto logo appeared at the foot of the advertisement with the strapline "people who know wear Musto".

Both H-L and Gill told BB at the time that they felt the advertisement implied that crews on seven out of the eight Volvo Boats wore Musto clothing, whereas Musto had supplied only two of the boats.

However, the ASA brushed the complaints aside, stating "The ASA took the view that the advertisement states merely that "Crews on 7 out of 8 boats wore GORE-TEX clothing?" and implies only the Musto use Gore-Tex.

Council determined therefore, that the advertisement is unlikely to be interpreted as the complainant suggests".

The ASA noted "on the facts available to us at present, there does not seem to be a case to investigate under the British Codes of Advertising and Sales Promotion".

PN