The Advertising Standards Authority (ASA) has ruled that an online advert by furniture retailer Living and Home was misleading, following a complaint about a substantial savings claim.
The complaint concerned a product listing for a "Kitchen 2-Tier Metal Dish Drainer Rack" on the Debenhams website, seen on 30 November 2024. The ad stated a price of £18.99 with a struck-through original price of £113.33, claiming an "83% saving". A complainant challenged the validity of this discount, believing the item had not previously been sold at the higher price.
Living and Home Ltd defended the pricing by stating it was based on market rates and that a clearance strategy had been implemented from December 2023 due to excess inventory. The company claimed the item had been sold at the higher price over an extended period, although it could not provide evidence of sales at that price due to an IT issue. They also stated the price would revert to its original level once the promotion ended.
Debenhams, operated by Boohoo Group plc, confirmed that third-party sellers on their platform control pricing and discounting independently.
The ASA concluded that Living and Home had failed to provide the necessary pricing history to support its savings claim. Without evidence of the product's usual selling price or the duration of the promotional discount, the ASA determined the advert was misleading.
The watchdog has instructed Living and Home to ensure all future pricing claims are substantiated and not misleading.
Source: www.bigfurnituregroup.com