Posted 6th February

ASA bans Currys PC World ad for Samsung fridge promotion

By KBBDaily on 6th February 2019 - 13:22pm
kitchen, asa, advertising standards authority, samsung, currys pc world, dsg retail, advertisement, kbb, kbbdaily

The Advertising Standards Authority – ASA – has banned an online advertisement from Currys PC World for a Samsung Family Hub American-style smart fridge-freezer, after a complainant questioned whether the savings claim on the ad was “misleading”.

The advertisement for the fridge-freezer – seen at the beginning of June 2018 – featured a red square text box that stated ‘10% off marked price’, with the webpage also showing a price of £3,299.99 in large red text. A later version also included the discount code SAMSUNG10.

The complainant questioned whether the savings claim on the advertisement was misleading due to being under the impression that the product had previously been advertised at £2,999.99 before the start of the sale promotion.

DSG Retail – which trades as Currys PC World – said the promotion was on all Samsung large kitchen appliances over £400, and said the product in question was “not advertised with a price inclusive of any discount and no saving was claimed”.

On the start date of the promotion, the product was priced at £2,999.99 and was “priced up to £3,299.99 on the second day the promotion was live to react to market conditions at the time”, Currys PC World said.

The company provided pricing history for the product from January to July 2018 and said the product had been priced “in excess of £3,299.99 for some 70 days in the months preceding the promotion, including a 35-day period prior to the £2,999.99 price”.

However, the ASA said the ads were misleading as customers would assume that £3,299.99 was the usual selling price of the product and that they could make a genuine saving by applying the 10% reduction to the stated price.

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