Apprentice, publisher of school newspapers, misleads the public about the range and distribution of the CJP Schoolmagazine. Apprentice must publish a rectification on its website (www.apprenticeuitgevers.nl) and in communication and advertisement journal Adformatie. This was decided in a judgment by the court of Amsterdam on 28 April 2011, at the request of De Schoolkrantdrukkerij.
De Schoolkrantdrukkerij and Apprentice are competitors. Both companies print school newspapers, designed by schools themselves. Apprentice also offers a free magazine, CJP Schoolmagazine that mainly consists of advertisements. Apprentice claims that this CJP Schoolmagazine would be spread on 95% of the schools in secondary education and would reach 730.000 young people in secondary education. Also, Apprentice claims that 80% of all school newspapers in secondary education would be printed by Apprentice.
On behalf of De Schoolkrantdrukkerij, the market research company De Vos & Jansen has investigated these claims of Apprentice. The results are significantly lower: CJP Schoolmagazine is not spread at 95% but at 64% of the schools and does not reach 730.000 young people but only 131.000 young people in secondary school. Apprentice also does not print 80% but only 16% of all school newspapers in secondary education.
Apprentice could not substantiate its claims. The court therefore finds the claims misleading.
In this case, De Schoolkrantdrukkerij has been assisted by Ebba Hoogenraad and Eva den Ouden.
Read the judgment here
Eva den Ouden
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Apprentice, publisher of school newspapers, misleads the public about the range and distribution of the CJP Schoolmagazine. Apprentice must publish a rectification on its website (www.apprenticeuitgevers.nl) and in communication and advertisement journal Adformatie. This was decided in a judgment by the court of Amsterdam on 28 April 2011, at the request of De Schoolkrantdrukkerij.
De Schoolkrantdrukkerij and Apprentice are competitors. Both companies print school newspapers, designed by schools themselves. Apprentice also offers a free magazine, CJP Schoolmagazine that mainly consists of advertisements. Apprentice claims that this CJP Schoolmagazine would be spread on 95% of the schools in secondary education and would reach 730.000 young people in secondary education. Also, Apprentice claims that 80% of all school newspapers in secondary education would be printed by Apprentice.
On behalf of De Schoolkrantdrukkerij, the market research company De Vos & Jansen has investigated these claims of Apprentice. The results are significantly lower: CJP Schoolmagazine is not spread at 95% but at 64% of the schools and does not reach 730.000 young people but only 131.000 young people in secondary school. Apprentice also does not print 80% but only 16% of all school newspapers in secondary education.
Apprentice could not substantiate its claims. The court therefore finds the claims misleading.
In this case, De Schoolkrantdrukkerij has been assisted by Ebba Hoogenraad and Eva den Ouden.
Read the judgment here
Eva den Ouden