Today we’re joining organisations across the world in marking World Consumer Rights Day (WCRD).

Consumers International (the global voice for consumers) has set the theme this year of ‘Consumer Justice Now’.

Justice brings to mind fairness - and making sure consumers get a fair deal is a key part of our work.

When you’re spending hard earned money it’s only fair that you have all the information you need up-front to make an informed decision. So we’ve highlighted what you should expect from advertisers in our top tips below, to help you avoid being misled and left out of pocket.

ASA’s tips to help consumers get a fair deal:

  • Up-front costs – Any advertiser making a price claim should display all compulsory fees, taxes and charges upfront and make clear if any other fees have been excluded.

  • A clear comparison – Advertisers must make clear what the basis of a comparison is, and the product must be for the same need or intended purpose.

    For example, an advertiser who’s comparing non-branded baked beans with branded baked beans should make clear whether it’s the price or the quality that they are comparing so they don’t mislead consumers.

  • An honest saving – Savings claims should not suggest customers are getting a special offer when that’s not the case.

    For example, if an advertiser is making a savings claim i.e. was £250 now £125, then the product should not have been available at the sale price for longer than the full price.

  • Transparent trial periods – Advertisers should make clear up-front what the restrictions of an offer are. Advertisers should not make the claim ‘free trial’ if it involves the consumer making a non-refundable purchase.

    For example, it should be made clear if consumers will be charged for a ‘free trial’ product if they do not return it within a set period, or charged the postage and packaging to receive the ‘free trial’ product in the first place.

  • Have a concern about a misleading ad? Then get in touch: If you do come across an advert that you believe is misleading, you can make a complaint to us online, by post or phone. 

It is important that consumers are aware of their rights and know where to turn for help if they feel they’ve been misled. We’re here to make sure people can trust the ads they see and hear. A fair deal for consumers is also a good deal better for their pocket.

Useful links

Consumers International

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