Advertising watchdog slams Amazon over 4 “misleading” ads


Four adverts on Amazon have been banned by the Advertising Standards Authority (ASA) over “misleading” savings claims.

During a series of TV adverts last July, Amazon promoted various items that were available with savings of over £300 on their RRP, including a laptop, gaming monitor, TV and an electric toothbrush.

Amazon was subsequently accused of misleading customers who complained that these savings figures were inaccurate.

The online retail giant said it had checked the RRPs were the same as those on third-party websites as sold by third-party sellers on Amazon Marketplace.

However, it added that the prices for the run of TV adds, each of which received a complaint from the public, were “made in error”.

It added that it was working on a solution to avoid making the same mistake in future.

The ASA reprimanded Amazon, stating the customers would understand an RRP to mean that it was the price an item is usually sold for.

It found that the gaming monitor, advertised on Amazon for £193 with an RRP of £752 was sold at a higher price for six weeks, then a lower price for two, before jumping back to a higher price for two days and dropping back to a lower price for 16 days.

“We told Amazon to ensure that future references to RRPs reflected the price at which the products concerned were generally sold, and to ensure that they held adequate evidence to substantiate their savings claims,” the ASA said.

An Amazon spokesman said: “Our customers come to Amazon and expect to find low prices and incredible deals, and we work hard to provide both all year long.”

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