Countdown Timer and Price-Related Statements Found Misleading

  • ASA bans Hammonds Furniture ads over misleading claims
  • Countdown timer and price-related statements found misleading
  • ASA rules design of banner pressurised consumers into making a purchase decision
  • Second complaint regarding ‘We won’t be beaten on quality and price’ statement
  • Hammonds said statements referred to price-match policy but did not provide link to details
  • ASA concluded insufficient evidence provided for lowest-price claims
  • Third complaint: comparative price claims not verifiable
  • Authority told Hammonds Furniture Ltd to ensure future advertising does not mislead and provides adequate substantiation for comparative claims

The Advertising Standards Authority (ASA) has upheld three complaints against Hammonds Furniture over misleading website banners and promotional claims regarding pricing and quality. The decision followed a complaint by Sharps Furniture Group concerning a countdown timer and two price-related statements used on Hammonds’ website in May. ASA found the design of the banner was likely to pressure consumers into making a purchase decision, ruling it misleading and breaching UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code) rules. The authority also upheld a third complaint, stating that comparative price claims were not verifiable. Hammonds Furniture Ltd was told to ensure future advertising does not mislead and provides adequate substantiation for comparative claims.

Factuality Level: 8
Factuality Justification: The article provides accurate information about the ASA’s decision against Hammonds Furniture regarding misleading advertising practices and includes relevant details about the specific complaints and rulings. It presents a clear explanation of the issues with the advertisements and the regulator’s requirements for future advertising.
Noise Level: 3
Noise Justification: The article provides relevant information about a specific advertising standards complaint against Hammonds Furniture and the ASA’s ruling. It does not contain any irrelevant or misleading information, but it is quite brief and lacks in-depth analysis or exploration of broader implications.
Financial Relevance: Yes
Financial Markets Impacted: Hammonds Furniture
Financial Rating Justification: The article discusses the Advertising Standards Authority’s decision against Hammonds Furniture for misleading advertising practices, which could impact the company’s sales and reputation in the furniture market.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event in the text.

Reported publicly: www.retailsector.co.uk