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Medium: Internet (Company Website)
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 5.32
The advertiser’s website featured a countdown clock against a prominent red banner across the top of the page. The clock read:
“SALE ENDS: XX:XX:XX”.
The complainant considered that the countdown clock was misleading as they said the time did not run out but rolled over infinitely.
The advertisers advised that they had removed the countdown clock from the website.
The Executive confirmed that the countdown clock had been removed from the website and replaced with the statement “Sale Is On”.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted that the countdown clock had been removed from the website, however, they considered that the continual presence of the timer as it appeared had constituted a breach of the Code. In the circumstances, the Committee concluded that the advertisement was in breach of Code sections 4.1, 4.4, 4.9, 4.10 and 5.32.
The advertising must not reappear in its current form.