The Advertising Standards Authority (ASA) recently banned a Debenhams advert due to misleading claims about discounts.
- The advert, seen on Facebook, suggested products were available at a 60% discount, although not all items reflected this.
- A member of the public lodged a complaint after noticing discrepancies in the advertised discounts.
- Debenhams claimed third-party suppliers controlled pricing, limiting their ability to ensure discounts were applied.
- The ASA concluded the ad violated its code, emphasising the need for evidence-backed advertising claims.
The recent ruling by the Advertising Standards Authority (ASA) on Debenhams highlights the regulatory body’s vigilance against misleading advertising practices. The advert in question, which appeared on Facebook, boldly claimed discounts of up to 60% on a range of products, from fashion to beauty. However, a closer inspection revealed that not all featured items were available at the advertised discount, prompting a complaint from an observant member of the public.
The ASA’s investigation into the misleading claims underscored the expectation that consumers interpret such advertisements literally, presuming the presence of explicit discounts on all listed products. Despite this, Debenhams did not provide pricing history for the advertised items, complicating efforts to verify their usual selling prices. Of the three products in question, only one reportedly displayed the supposed discount, raising concerns about the accuracy of the advert’s claims.
Debenhams’ response attributed the inconsistency to its third-party suppliers, who retain autonomy over participating in promotions and setting product prices. According to Debenhams, this autonomy legally impedes their ability to access comprehensive sales data. Nevertheless, the company acknowledged the issue and has since communicated the incident to relevant teams to enhance adherence to the ASA’s Code of Non-broadcast Advertising (CAP Code) in future.
The ASA’s final report deemed the advertisement “misleading” and in breach of the advertising code. An ASA spokesperson affirmed the clarity of their regulations, stating unequivocally that advertisements must not mislead and that companies should substantiate any savings claims made. Moreover, the ASA warned that the failure to demonstrate the availability of the discounted prices rendered the ad problematic, ultimately leading to its prohibition.
The ASA further highlighted the influential role of social media in reaching consumers, underscoring the necessity for advertisers to ensure transparency and accuracy in their claims. This incident serves as a reminder of the stringent standards set by regulatory bodies to protect consumers from deceptive marketing practices.
The ASA’s action against Debenhams underscores the imperative for truthful advertising backed by verifiable evidence.
