Unfare! Replica Routemaster’s ‘hidden’ £1,157 cost is ruled a con
WITH their open hop-on hop-off platforms and face-like front bonnet they were the buses that captured the hearts of everyone who rode them.
So what better way to remember the Routemaster than building a replica model? Except that you would be waiting some time for this particular bus to arrive and it would cost you a good deal more than the fare to Oxford Circus.
The advertising standards watchdog has banned a series of advertisements for a replica of the double-decker after it emerged it would take two years to complete, at a cost of more than £1,150.
The television and website advertisements for Classic Routemaster magazine stated that the first issue, which contained the miniature parts to build its curved bonnet, was on sale for the special price of just £1.99. However, not only would the second edition cost £4.99, but to complete the bus, modelling fans would have to buy 128 more weekly issues at a cost of £8.99 each.
That meant it would take two-anda-half years to build the 70cm long and 20cm high replica.
The overall cost of buying each issue containing all the parts, including working headlights, removable fuel cap, die-cast metal engine and a “stop the bus” bell, would have totalled £1,157.70.
The television advert, aired in January, showed a completed replica, with a voice-over stating: “Remember the world famous Routemaster? Now you can build your own authentic replica Routemaster... Issue one just £1.99.”
During the advertisement, white text appeared on the top right-hand side of the screen, stating “130 issues. Usual price £8.99”.
Eight people complained to the Advertising Standards Authority (ASA) that the adverts were misleading since it was not made “sufficiently” clear that you would have to buy 130 editions, with 128 editions at a “normal price” of £8.99. Model fans said they were bewildered by the cost. One, called Martyn, complained: “Good God! It’s £1,157 – you could buy a real one for that!”
The ASA has now banned the advert, saying that the on-screen text “130 issues. Usual price £8.99” was “not sufficiently prominent”. It added: “The text was in a significantly smaller font than the £1.99 price claim and was not referenced by the voiceover... Because the ad did not make sufficiently clear the total number of magazines consumers had to purchase and did not make clear the normal selling price... we concluded that the ad was misleading.” Hachette Partwork said it was “made clear” on its website that it would take 130 editions to complete the model – and that customers could get their money back if not satisfied.