UK retailers are under increasing scrutiny ahead of Black Friday 2025, with the Advertising Standards Authority (ASA) and Information Commissioner's Office (ICO) closely monitoring promotions and data practices. This follows complaints about PrettyLittleThing's 2023 campaigns, which the ASA found misleading. Ads implying discounts applied to "everything" or that offers were limited-time were deemed inaccurate, with conditions and dates not clearly communicated. Retailers are advised to avoid misleading language, clearly state promotion conditions, and refrain from repeatedly extending or layering discounts.
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Data protection is also a key concern. Businesses using targeted emails, SMS, or cookies must comply with GDPR and the Privacy and Electronic Communications Regulations (PECR). Consent must be freely given, specific, and demonstrable. The 'soft opt-in' exception applies only to existing customers for similar products. Cookie consent must be active, not assumed, and users must be informed about third-party tracking.
Failure to follow these rules risks fines, reputational damage, and loss of consumer trust. Retailers are encouraged to align marketing and promotional practices with regulatory guidance, ensuring clarity, fairness, and respect for consumer privacy during the Black Friday period.
Source: www.bigfurnituregroup.com
