We had previously raised concerns
Standards Authority (“ASA”) regarding the use by Britannia Fire Ltd
(“Britannia Fire”) of phrases such as “service free”, “corrosion free”,
etc. Subsequently the ASA determined our complaint in March 2017, with
Britannia Fire agreeing to amend or withdraw advertising. Further
details with links to the ASA’s publications can be found
Although some positive changes were made by Britannia, we have since
raised further concerns, and ultimately feeling we had no choice but to
again involve the ASA.
As before, we will respect the confidentiality of the ASA’s
processes, but are able to comment on material that is in the public
domain. We would comment that:
- Although we can’t comment upon what issues we raised with the
ASA, we can say that Britannia’s advertising at the applicable time
caused us to have several concerns.
- since we first contacted the ASA, we note that Britannia have
amended their advertising’s wording. For example claims as to “100%
recyclable” have been amended1;
- the ASA will often not rule on matters when an advertiser
voluntarily agrees to make changes to their wording;
- above example of amended wording was not covered by the ASA’s
Of the concerns we had, one fairly narrow point was subsequently
determined by the ASA. Although we were disappointed that the ASA did
not uphold our complaint, it is important to note that ASA’s 2018 ruling
does affect the outcome of the original, and we would suggest, far more
significant, 2017 complaint.
It remains encouraging to see Britannia making further changes to
improve the accuracy of their advertising. We obviously remain concerned
that some changes only follow the ASA’s involvement however. We will as
always keep an eye on these issues going forward.
We will keep Britannia Fire’s adherence to the agreement under
observation in the coming days and are also currently following up on
other concerns. We will of course continue to work with the ASA where
appropriate to help ensure fair and responsible fire-industry marketing
whether by Britannia Fire, distributors that may propagate irresponsible
claims, or otherwise.
Fire extinguishers should be selected and positioned in accordance
with BS 5306-8, commissioned in
accordance with BS 5306-3 and maintained in
accordance with BS 5306-3. If
you are an end-user and wish to arrange this, please
Standards Authority (“ASA”) can also be reached on
020 7492 2222.
“Britannia”, “Britannia Fire”, “Fireworld” and “P50” are not
trademarks of Anderstore Ltd, but may be trademarks of their respective
- e.g. Britannia Fire’s webpage “Composite Marine
Fire Extinguisher P50F6M”