ASA Bans Adverts Offering Up to 60% and 15% Off

  • The Fragrance Shop faces criticism from ASA over misleading ads
  • Two adverts offering up to 60% and 15% off banned by ASA
  • ASA claims that consumers would interpret ‘up to 60% off’ as significant proportion of products discounted at top rate
  • Only 1.5% of products in sale were priced at 60% off, not meeting consumer expectations

The Fragrance Shop has faced criticism from the Advertising Standards Agency (ASA) over two adverts offering up to 60% and 15% off certain products, which were deemed misleading. The ASA argued that consumers would interpret ‘up to 60% off’ as a significant proportion of products being discounted at the top rate, while only 1.5% of the 135 products in the sale were priced at 60% off. The retailer was also told to ensure their pricing claims are substantiated and not misleading in the future.

Factuality Level: 8
Factuality Justification: The article provides accurate information about the ASA’s ruling on The Fragrance Shop’s adverts and includes relevant details about the complaints and the retailer’s response. It also explains the reasoning behind the ASA’s decision. However, it could be improved by providing more context or background information on the Advertising Standards Agency and its role in regulating advertising.
Noise Level: 3
Noise Justification: The article provides relevant information about a specific advertising issue involving The Fragrance Shop and the Advertising Standards Agency. It does not contain any irrelevant or misleading information, but it is quite brief and lacks in-depth analysis or actionable insights.
Financial Relevance: Yes
Financial Markets Impacted: The Fragrance Shop
Financial Rating Justification: The article discusses the financial implications of misleading advertising by The Fragrance Shop, which could impact the company’s sales and reputation.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: There is no extreme event in the text, and the situation described is a regulatory action against misleading advertising practices by The Fragrance Shop.

Reported publicly: www.retailsector.co.uk