Belfast Telegraph

Amazon ads banned over 'misleading' price details

By Josie Clarke

Four ads for electronic items on Amazon have been banned for using "misleading" recommended retail prices and savings claims.

The ads - for a television, gaming monitor, laptop and electric toothbrush - all listed RRPs and savings of up to £300.

Each ad received a single complaint that the savings were misleading and unsubstantiated.

Amazon said it had checked that the RRP was in line with the prices displayed on third-party websites and as sold by third-party sellers on its Marketplace site, and said its retail prices fluctuated because it sought to meet or beat the lowest competitive price for customers.

However, it said the RRP claim in the ad for the television was "made in error" and said it was working on a solution to avoid similar mistakes in future.

The Advertising Standards Authority (ASA) ruled the ads must not appear again in their current form, adding: "We told Amazon to ensure future references to RRPs reflected the price at which the products concerned were generally sold."

Belfast Telegraph

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