Volume 11, Issue 4 - July/August 2009

WGR Reports
repair news


Smith & Smith, a Belron company based in New Zealand, recently ceased running controversial advertising that a competitor said led consumers to believe that no cracks could be repaired. The Advertising Standards Authority’s (ASA) Complaints Board recently ruled in favor of Darrel Hore of Crack Specialists Ltd., who claimed the ads were misleading.

The Smith & Smith ads warned consumers to have their windshields repaired before chips became cracks, to avoid having to replace the entire windshield. Hore, an Ultra Bond licensee, argued that the ads were misleading to consumers, as New Zealand auto glass standards allow cracks up to 350 mm (approximately 14 inches) to be repaired, as long as they’re outside the driver’s critical viewing area.

“The advertisement claims that if a windscreen chip turns into a crack that it cannot be repaired and the windscreen has to be replaced,” says Hore in his initial complaint. “This is incorrect and under the Windscreen Standard AS/NZS 2366.2 1999, we are, in fact, allowed to repair cracks to up to 350 mm outside the critical vision area.”

Smith & Smith argued that though the company does repair windshields, it does not repair any cracks or chips larger than a 50-cent coin.

“We are not alone in taking a more conservative approach than that allowed under the Standard,” writes Smith & Smith in its response. “One of our principal competitors in the vehicle glass repair segment, Novus, promotes its windscreen repair service by saying that ‘if the damaged area on your windscreen can be covered over by a credit card, the chances are very good that it can be repaired.’”

The Complaints Board ruled that the ads violated the Truthful Presentation Rule of the Advertising Code of Ethics.

Though Hore also argued that the ads were misleading in that they note that “repairs are free under insurance when they do the repair,” and claimed that this made it sound as if only repairs completed by Smith & Smith were covered by insurance, the Complaints Board ruled that the meaning of this statement was clear.

Jeff Boekstein, group sales and marketing director for Belron, says the company has ceased running the ads, but is disappointed in the decision.

“We are naturally disappointed in the ASA’s decision but, in any event, we have stopped running the advertising at issue,” he told AGRRmagazine/glassBYTES.com™.

NWRA Part of Newly Created Global Glass Conservation Alliance

The National Windshield Repair Association (NWRA) has joined a newly-created organization, the Global Glass Conservation Alliance (GGCA).

The GGCA is a not-for-profit organization dedicated to reducing the energy impact of glass upon the earth. The GGCA promotes the repair, restoration, reuse and recycling of all types of flat glass.

Under the new alliance, the NWRA will partner with other entities that will work in tandem to bring awareness to the public about the benefits of glass repair, restoration, reuse and recycling. The alliance’s goal is to reduce the amount of glass that is thrown out each year and to espouse the benefits of being an environmentally conscious glass consumer.

“The NWRA is committed to repairing, restoring, reusing and recycling all glass and have committed to this resolve by joining the GGCA,” says NWRA president Mike Boyle.

“The NWRA will continue to be the organization dedicated to repair first as the best viable option for windshields, but are proud to be involved with the GGCA, which will encompass the larger goal of reducing glass in the landfills,” adds Boyle.


Mock Newest Member of NWRA Board; Mason to Serve as Treasurer
The National Windshield Repair Association (NWRA) board has appointed Daniel Mock, vice president of operations for Waco, Texas-based Glass Doctor, to fill the vacancy left by Paul Syfko of Glass Medic America, whose travel schedule has precluded him from continuing on the board.

In addition, board member Troy Mason, owner of Techna Glass, has taken over as treasurer for the board.

Finally, the NWRA also has a new director of operations, Wendy Jozwiak. Jozwiak has worked in association management for the past two years.


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