The directors of Marks and Spencer made it quite clear today that 'Your M&S' is only a slogan, and has no bearing on reality.
'It's ours, all ours!' they said. 'None of it belongs to customers, unless they happen to be shareholders, in which case they own a tiny tiny bit, like an arm of one of the mannequins. The only way in which any of it can become yours is if you buy it.
'In the same way, when we tell customers they can "shop your way", what it actually means is if they don't buy things in exactly the way we tell them, they won't get anything.'
A spokesperson for the Advertising Standards Authority said: 'This is fine as far as we're concerned. We would only take action against any advertiser who told the truth.'