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DFS not guilty of encouraging fly-tipping

Massive furniture shopping chain DFS has had complaints that it encouraged fly-tipping rejected by the Advertising Standards Authority (ASA).

An advertisement for DFS showed a number of abandoned sofas in various settings including by a busy roadside, in a park, on a football pitch, under a motorway bridge and dumped in a canal.

In total, the ASA received 70 complaints from members of the public following broadcast of the commercials.

The ASA adjudication, which did not uphold the complaints, said: "We appreciated that fly-tipping was both a serious and costly problem. However, we did not believe this advertisement either encouraged or condoned disposing of sofas illegally."

Although the advertisement contained text advising viewers to dispose of sofas responsibly, many complainants felt that it did not go far enough.However, the ASA rejected these fears.

The advert was originally broadcast in June 2004 and contained the song Non, je ne regretted rien by Edith Piaf as background music.

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