ASA Slams Retailer for Misleading Savings Advertisement
- Currys PC World reprimanded by ASA for ‘10% off’ sale
- Complainant challenged savings claims as misleading
- ASA: Consumers likely to understand a saving was available
- Retailer defended pricing strategy and marketing material
Currys PC World has faced criticism from the Advertising Standards Authority (ASA) over a ‘10% off marked price’ sale, which was deemed misleading by the regulator. A customer complained that the Samsung Family Hub American-Style Smart Fridge Freezer had been advertised at £2,999.99 before the promotion began, with an initial advertised price of £3,299.99. The complainant challenged whether the savings claims were misleading. Currys PC World responded by providing ASA with a pricing history for the item and stated that no saving was claimed and customers could achieve 10% off the marked price on the day of purchase. They explained the product was priced at £2,999.99 on the promotion’s start date and increased to £3,299.99 on the second day to adapt to market conditions. The ASA concluded that consumers would understand ‘10% off marked price’ as a genuine saving based on the product’s displayed price but acknowledged it might not be the usual selling price. As a result, they instructed Currys PC World not to misleadingly suggest savings when none were available and banned the ad from reappearing in its current form.
Factuality Level: 8
Factuality Justification: The article provides accurate information about the ASA’s reprimand of Currys PC World and includes quotes from both the complainant and Currys PC World’s response. It also explains the ASA’s reasoning behind their decision. However, it could be improved by providing more context on the specific advertising material in question and the full ruling made by the ASA.
Noise Level: 3
Noise Justification: The article is mostly focused on a specific retailer’s advertising issue and does not provide any significant insights or analysis of broader trends or implications. It covers a specific event rather than exploring long-term consequences or offering actionable solutions.
Financial Relevance: Yes
Financial Markets Impacted: Currys PC World
Financial Rating Justification: The article discusses a financial matter related to advertising and pricing practices of Currys PC World, which is a company that operates in the retail industry.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: There is no extreme event in the text. The article discusses a regulatory action taken against Currys PC World by the Advertising Standards Authority for misleading advertising.
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