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Advertiser: Currys PC World
Medium: Online - Social Media
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 4.27, 4.28(a), 4.28(b)
The Facebook post featured a picture containing the following items: a fridge, a washing machine, a TV, a laptop, a vacuum cleaner, a speaker and a photo camera with a camera lens beside it.
On top of the picture there was a headline stating:
Save up to 40% on 100s of products”
The Facebook post stated:
“Final Reductions! Don’t miss out. Save up to 40% on 100s of products. Sale ends soon… http://bit.ly/2D1gG6p”
The complainant said that the advertisement was misleading. When she selected the cordless vacuum cleaner depicted, the price in the checkout was not discounted.
The advertisers said that the cordless vacuum cleaner products were included in the sale. While there was a saving on the delivery cost of the model shown in the advertisement being eligible for free delivery, there was not a saving on the actual product price. They said the image of this particular model was included in error and that they should have included one of the six models that did have a saving. They said they have taken the opportunity to remind their colleagues they must ensure images of products included in any advertisement were indicative of the promotional message within the advertisement.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that while several products were featured in the advertisement as being on sale, the cordless vacuum cleaner product in question was not discounted. They considered that its inclusion in the advertisement was likely to mislead the consumers. In the circumstances the Committee considered the advertising was in breach of section 4.1 of the Code.
The advertising must not reappear in its current form. The Committee also requested the advertisers to make sure that they had processes in place to ensure that errors do not occur.