Misleading Advertising: Beyond Retail Ltd t/a Drench breaks the UK advertising rules for making misleading “free delivery” claims on the website.

The website makes prominent references to “Free delivery on orders over £500” and “FREE DELIVERY On all orders when you spend over £500” but does not make clear in the headline that there are geographical restrictions to this offer, namely; that the offer is not available to “some areas of Northern Scotland and Scottish Isles, Channel Islands and Northern Ireland”.

The Compliance team been taking market-wide action about the advertising of delivery claims on websites and other media, particularly in relation to surcharges and restrictions. As part of this work we published our Enforcement Notice: Advertised Delivery Restrictions and Surcharges. In essence, advertisers must not make incorrect absolute delivery claims and must make sure any qualifications about delivery do not contradict the main claim. 

We would expect “Free delivery on orders over £500” headline claims to include all UK postcodes, and these are absolute claims that are likely to mislead if this is not the case.

The CAP Compliance team contacted Beyond Retail Ltd but, in the absence of a response, took the decision on 4 February 2019 to place their company details on this section of the ASA website. These details shall remain in place until such time as Beyond Retail Ltd has removed or appropriately amended the website to ensure compliance with the CAP Code.

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