The Advertising Standards Authority (ASA) has taken action against Debenhams over a misleading discount ad.
- A complaint was raised after a Debenhams Facebook ad claimed ‘up to 60% off’ but failed to deliver.
- Not all products in the ad were available at the advertised discount, prompting an investigation.
- Debenhams cited third-party supplier decisions as a reason for the misleading ad.
- The ASA concluded that Debenhams breached advertising codes and banned the ad.
The Advertising Standards Authority (ASA) has recently upheld a complaint against Debenhams regarding a potentially misleading advertisement that appeared on social media. This action arose following a concern that not all products featured in the ad, which claimed ‘up to 60% off,’ actually included the advertised discount. Specifically, a Facebook ad from Debenhams, seen in March 2024, displayed products with a ‘shop now’ link purportedly offering substantial savings.
A member of the public reported the advertisement to the ASA after noticing inconsistencies in the discount claims. The ASA assessed the ad and determined that the claims were misleading because it was unclear whether the advertised discounts comprehensively applied to all products featured. They found that only one out of three product listings shared during the investigation showed any promotional pricing.
In response to these findings, Debenhams Brands Ltd attributed these discrepancies to the independence of third-party suppliers. According to Debenhams, these suppliers have the autonomy to decide on their participation in promotions, which can lead to such inconsistencies. Furthermore, Debenhams stated that they could not access the necessary historical pricing data from these third-party suppliers, impacting their ability to substantiate the discount claims.
The investigation by ASA concluded that the ad violated the Code of Non-broadcast Advertising (CAP Code) by misleading consumers. As a result, the ASA instructed Debenhams to ensure that future advertisements do not mislead the public and are backed by verifiable pricing information. A spokesperson from the ASA emphasised the importance of clear and truthful advertising, especially when leveraging social media platforms to reach consumers.
Debenhams, now owned by the Boohoo Group, did not provide additional comments on the ASA’s decision. Nevertheless, the incident underscores the necessity for rigorous oversight and accountability in advertising practices, particularly in the digital landscape.
The ASA’s ruling highlights the critical need for transparent and accountable advertising in digital marketing.
