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Oak Furniture Land and the recent ASA Ruling

We currently have an ongoing dispute with the Advertising Standards Authority, who are challenging our “100% solid hardwood” and “no veneer” promise. Oak Furniture Land are confidently appealing the decision. In the meantime, we are reassuring our customers that all our furniture is made using only 100% hardwood, with no veneer.

Oak Furniture Land statement in response to ASA ruling

Spokesperson: Jason Bannister, MD & Founder, Oak Furniture Land

We are baffled and surprised by the ASA’s adjudication, and we vigorously stand by our claims that we do not and never have used veneers in our products and that we only sell 100% solid hardwood.

We feel the ASA have misinterpreted age-old definitions of firstly, what is classed as solid and secondly, what is classed as a veneer.

In order to aid the ASA in adjudicating on a matter raised by only one customer, we actioned an independent survey of 2000 customers asking about their understanding of the word “solid”. The ASA also consulted a panel of industry experts, and finally the ASA’s own advisory panel.

The findings of the customers, industry experts and the ASA’s own advisory panel all concluded that our methods should be classed as solid, and they confirmed that we do not use veneers. However, the ASA have overlooked this advice and have effectively redefined the category. We firmly disagree with them on two points:

1. “Solid”

The ASA have claimed that any timber that is not one piece, fully intact and from a single tree should no longer be classed as solid.

Take a look at most table tops, worktops, flooring and doors that are currently classed as solid. You will see that they are normally made up of planks of solid timber, usually glued together. These panels are then used to make furniture. The ASA have told us that these panels should not be classed as solid, effectively redefining terminology that has been used as “solid” for hundreds of years.

2. “Veneer”

When referring to one of our dining table legs, the ASA have deemed that using a thinner, yet weight-bearing oak, surrounding a planked oak mentioned above, is classed as a veneer. We firmly disagree with this stance from the ASA.

Alongside a myriad of experts and customers, our belief is that the definition of a veneer is a thin sliver of real wood lifted from solid timbers. This sliver is usually glued over the top of MDF or chipboard and does not offer any kind of strength-bearing to the product itself – it is simply a cosmetic covering. This is not a method we use at Oak Furniture Land. The timbers the ASA have deemed as veneer are weight-bearing timbers, integral to the structure of the table leg.

At this stage we have launched an appeal to this decision by the ASA in the hope that common sense will prevail. We would like to reiterate that a panel of accredited industry experts, thousands of customers and even the ASA’s own advisory panel are in agreement that we do not sell veneers and that our products are 100% solid.

To read more about the ASA ruling please visit the ASA website.

If you have a question for Customer Relations

Contact Customer Relations
Tel: 0800 440 2254 Option 2, Option 2

Industry experts cover Oak Furniture Land's appeal against the ASA ruling.

Cabinet Maker, Furniture News, Interiors Monthly

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