(1) According to the Authority, a trader's liability for advertising activities put out by third parties, can be derived from two factors), namely (i) its direct contribution to create the advertising (so-called "editorial responsibility") and (ii) the existence of an economic advantage from the advertising.
In this case, there were no doubts concerning Ford's and FCE's economic advantage. Therefore, the contracts between Ford Italia, FCE Bank and Ford's dealers required a specific prior approval by both (Ford Italia and FCE Bank), regarding every promotional activity.
The Authority further concluded, that defendants Motorstore, Authos and Garage Alpe directly contributed to the formulation of the disputed advertising.
(2) In its reasoning, the Authority established that the defendants committed an unfair commercial practice. The said practice consisted of misleading advertising regarding the price of a new car.
According to the Authority an average consumer was led to believe, that there was a possibility to buy a new car at half price. It was further established, that the advertising in fact concerned a financial service and possibility to buy a new car through a paid financial plan.
In this respect, the advertised images were considered misleading, especially the one that presented Ford vehicles with half-price tag.
The Authority further found that the defendants also breached the prohibition on misleading omissions concerning the said financial service. The information provided in the advertisement was incomplete, written in lower case and therefore provided in an untimely and ambiguous manner. With this information an average consumer was not able to take an informed transactional decision the Authority held.
The Authority thus concluded that, in addition to the above mentioned confusion regarding the real nature of the advertised service, defendants also omitted information concerning the financial service.