Misleading Advertising: GSI Events Ltd breaks the UK Ad rules by making misleading price claims on the website mens10k.com
The website mens10k.com currently gives event pricing information that is not inclusive of compulsory fees, which apply to each order. This is in breach of the CAP Code and established CAP guidance. Rule 3.18 of the CAP Code requires that:
Quoted prices must include non-optional taxes, duties, fees and charges that apply to all or most buyers. However, VAT-exclusive prices may be given if all those to whom the price claim is clearly addressed pay no VAT or can recover VAT. Such VAT-exclusive prices must be accompanied by a prominent statement of the amount or rate of VAT payable.
If a fee is compulsory and charged per entry, this should be made clear within the entry price.
Currently quoted prices on the mens10k.com website do not include a compulsory entry system fee of £2.10 which is applicable every time a user signs up for an event. The £2.10 system fee is placed below the entrance fee in significantly smaller text. This is not clear enough, given that this would be a compulsory fee against each event that’s signed up for. The entry fee and the system fee should be advertised as one inclusive price or the system fee should follow immediately after the entry fee.
The CAP Compliance team has instructed the advertiser on several occasions to amend their website to comply with the Code. GSI Events Ltd responded and believed their pricing information complied with Rule 3.18 and didn’t show willingness to change their ad.
The CAP Compliance team has therefore taken the decision to place GSI Events Ltd on this section of the ASA website from 17 October 2018. This information will remain in place until such time as GSI Events Ltd amends its website www.mens10k.com to comply with the CAP Code.