Misleading Advertising: www.avid.com breaches the UK Advertising Code for quoting VAT-exclusive prices when aimed at both businesses and consumers.
The Compliance team contacted Avid Technology Inc regarding www.avid.com. We noted that VAT-exclusive prices are quoted even though the products are aimed at both businesses and consumers.
The CAP Code states “Quoted prices must include non-optional taxes, duties, fees and charges that apply to all or most buyers”. The Sibelius Ultimate pricing product clearly shows pricing exclusive or VAT, as does the rest of the pricing on the Avid Technology website, which provides information on all-digital solutions for capturing, creating, editing and distributing digital media.
In order to comply with the Code, www.avid.com would need to amend their prices to include the cost of VAT to the headline price of the product.
The CAP Compliance team contacted Avid Technology Inc but, in the absence of sufficient amendments to comply with the CAP Code, took the decision on 2 January 2019 to place their company details on this section of the ASA website. These details shall remain in place until such time as Avid Technology Inc has amended www.avid.com to ensure compliance with the CAP Code.