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ASA: Currys 4K Euro 2016 advert ‘misleading’

Currys PC World has been reprimanded for misleading adverts for 4K TVs by the Advertising Standards Autohority (ASA).

The UK’s advertising watchdog upheld a complaint that the electronics chain had encouraged viewers to believe they could watch ultra-HD broadcasts of the Euro 2016 football championship – but no UK broadcaster offered coverage of any of the tournament in the 4K format.

Although the advert did not explicitly refer to Euro 2016, the ASA noted that it had contained a graphic of a rotating football made up of the flags of the various competing teams, thus giving the misleading impression that adopters of the technology could indeed watch the tournament in 4K.

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