Ads that drive consumers to online despair

17 August 2006

In a recent ruling, the ASA decided that unclear information on a company’s website made ads driving consumers to that site misleading. The ASA’s remit doesn’t cover the claims on companies’ websites so how did the ASA reach its decision?

Complainants were frustrated that they could not find the prices stated in press and TV ads when they tried to order goods on the advertisers’ website.  It turned out that the advertised prices could be obtained but only when a pre-selected, upgraded support package option was de-selected.  Although the text “Price includes an upgraded support service.  For an alternative, choose from Support Services options below and update price” appeared on the website during the transaction, the ASA ruled that the text was not explicit enough in telling customers, especially those less experienced at internet shopping, how to obtain the advertised prices. 

If you include an upgraded support package for products you sell online, the ASA’s adjudication requires you to be explicit in telling customers how to select (or deselect) options to obtain the goods at their advertised prices.  Given that the ordinary content of advertisers’ websites is outside the ASA’s remit, it might seem strange that we would offer advice on clarifying website text.  But the clarity of the information on the website could determine whether advertisements appearing on TV, in the press or elsewhere are likely to mislead.

So, how best to ensure you don’t fall foul of the ASA?  We suggest a clear instruction along the lines of “To reach the advertised price, please select a downgraded service option from the list or options below” but of course we recommend you to check first with the CAP Copy Advice team.