Homewares and gadgets brand JML has been retailing demonstrable
products to customers worldwide for 25 years. It sells these
through screen promotions in high-street stores such as Asda,
Boots, Robert Dyas and Makro; via four shopping channels; its
website, and a catalogue.
As JML uses national television advertising campaigns to promote
its products, it must ensure that the claims made comply with the
UK’s Code of Broadcast Advertising (BCAP). It decided to work
with T�V S�D Product Service, an expert on product testing, to
ensure these claims can be verified.
As T�V has an in-depth understanding of the regulations relating
to all products, it was also able to advise JML on the product
description and commercial script for its lumbar support, Sit
Right, so that it did not contravene medical device regulations.
Such rigorous standards helped make it a best seller for the
company with over 300,000 sold in five months.
Over the years, the JML business has also expanded
internationally, into countries including Australia, Brazil, the
Philippines, Singapore, and South Africa. Most recently it moved
into the Turkish market, where T�V was able to help JML ensure
that products comply with local legislation. Kelvin Lee, product
manager for JML, says the business will continue to work with the
service provider as it further expands into Europe and into the
USA.
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