We have referred the broadcaster, Sit-Up Ltd, to Ofcom for consideration of statutory sanctions following repeated breaches of the UK Code of Broadcast Advertising. Ofcom has confirmed that it has accepted our referral.

Sit-Up Ltd is the licensee for three free-to-air teleshopping channels, two of which are being referred: Bid (Freeview 23, Virgin Media 745, Sky 654) and Price Drop (Freeview 37, Virgin Media 741, Sky 645).

Since January 2012 there have been 27 ASA rulings against Sit-Up Ltd. The two main types of problem have been misleading pricing claims and misleading product descriptions. We are concerned that that number of misleading ads creates an on-going and cumulative risk of financial detriment to consumers. Despite our repeated warnings and attempts to work with Sit-Up Ltd to improve its advertising we have not seen a significant improvement in its compliance record.

ASA Chief Executive, Guy Parker says: “In a live TV auction, where presenters make high-pressure, time-limited offers, it’s crucial that viewers are given accurate information. Sit-Up Ltd has been given ample opportunity to address its compliance failings but hasn’t done so. Our referral to Ofcom sends a clear message that companies who don’t deal fairly with consumers will face consequences.”

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