The Advertising Standards Authority (ASA) has revoked its decision to ban Oak Furnitureland from using its ‘100% solid hardwood’ and ‘no veneer in ’ere’ phrasing in advertising.

The decision comes after a 12-month independent review of the case because questions were raised around the retailers ‘no veneer in ‘ere’ adverts and by association the 100% solid hardwood claims. The ASA’s original decision banned the use of these claims regarding some of the retailer’s dining tables.

“In 2003 we formed Oak Furnitureland to manufacture 100% solid furniture at a price that everyone could afford,” said CEO and founder Jason Bannister. “This was at a time where anything well-made or solid seemed to cost a small fortune. 

“ASA’s decision made it harder for consumers to make an informed choice around quality in many areas of their lives, not just when choosing furniture but when buying kitchens, doors, floors etc. We could not stand by and let this happen.

“Almost a year later the ASA has reversed its original decision and confirmed that our furniture is 100% solid and we do not use veneers.

“With the incredible growth of online shopping it has become increasingly simple to buy from just a picture and it is equally as simple to be misled around the materials used.  Now, more than ever before it is important that retailers should be made to use clear and truthful labelling, this ruling should pave the way for a set of rules that make retailers or manufactures tell consumers what the furniture they are buying is actually made of.

“Our messages of ‘no veneer in ‘ere’ and ‘100% solid hardwood’ let consumers know that Oak Furnitureland is fully transparent and open about the materials that are used to make our furniture. We use solid hardwood all of the time.”