HMV wins Pyrrhic victory against Silverscreen after ASA rules on ads

HMV's complaints against an ad campaign by Silverscreen have been upheld by the ASA.

HMV was angered by flyers saying 'Silverscreen offers you: the UK's largest range of DVDs' and 'more discounted titles and special offers than any other shops'.

HMV argued that its Oxford Street flagship has more DVD titles than Silverscreen stores.

Although both complaints were upheld, Silverscreen was allowed to keep the wording on flyers, providing there is a caveat stating that the claims are based on store averages.

Silverscreen joint chief executive Ernesto Schmitt said: 'Their range is smaller than ours on average. It's an own goal by HMV, as our new copy has been approved by the ASA.'