ASA Adjudication on Watches2U International Ltd
Watches2U International Ltd
Date:
15 February 2012
Media:
Internet (on own site)
Sector:
Retail
Number of complaints:
1
Complaint Ref:
A11-177273
Ad
Claims on watches2u.com website, for a company selling watches, viewed in October 2011, stated "Krug Baümen Charleston RRP £505.00 Sale Price £28.99 One day only while stocks last!".
Issue
The complainant challenged whether the stated recommended retail price (RRP) of £505.00 was misleading and could be substantiated, because they believed the watch had never been sold at that price.
CAP Code (Edition 12)
Response
Watches 2U International (Watches 2U) asserted that the RRP was £505 and provided the ASA with a copy of a "Recommended Price List" from the manufacturer. They had been informed that the RRP for that model had been set at that price for approximately five years and they said they were the exclusive authorised online retailer for that range of watches. They included a list of authorised high street retailers of the Krug Baümen range that they informally monitored to verify that the RRPs suggested by the manufacturer remained realistic prices to be offered in the market.
Assessment
Upheld
The ASA considered the evidence sent by Watches 2U. We noted the manufacturer's "Recommended Price List" listed the product as having a "UK RRP PRICE GUIDE" of £505 and a "UK TRADE" price that was significantly lower. We also noted they sent a list and photographs of those high street retailers who sold Krug Baümen watches. However, because they did not send evidence to show that the Krug Baümen Charleston watch had been generally sold at the advertised RRP of £505 before the ad's publication, we concluded the RRP was not genuine and the ad was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), 3.17 (Prices) and 3.40 (Price comparisons).
Action
The ad must not appear again in its current form. We told Watches2U to ensure the RRP reflected the price at which the product was generally sold.
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