IPC goes nuts over claim by Zoo

Zoo claimed to be the biggest

Nuts magazine has scored another victory over bitter rival Zoo after the Advertising Standards Authority (ASA) upheld a complaint from publishers IPC about Zoo’s claims to be the “biggest men’s weekly”, writes Alyson Fixter .

The ASA ruled this week that Emap-published Zoo was wrong to make the claim on the front of two of its editions in August.

IPC had objected to the claim by pointing out that Nuts was selling about 90,000 copies a week more than Zoo.

The latter retorted that the claim did not refer to its circulation, but to the number of pages in the edition, following the addition of an eight page pull-out section.

The ASA ruled that both magazines had 108 pages at the time of Zoo’s claim, but that Zoo had included the pull-out section in its page numbering, while Nuts had not included its 16-page pull-out. Zoo agreed not to make the claims again.

Editor Phil Hilton was recently named new launch editor of the year at the British Society of Magazine Editors awards.

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