Misleading advertising: Kiddies Kingdom Ltd trading as Kiddies Kingdom breaks UK advertising rules for its misleading price match promotion on the website.

In 2019, the ASA investigated this company’s advertising of its price match promotion.

The homepage of features text stating “Lowest Prices – Price Match”. The text is hyperlinked to a page listing the terms and conditions of the price match promotion, one of which reads “the Kiddies Kingdom price match will not apply to items that result in Kiddies Kingdom making a loss to match”.

As outlined in the ruling, the ASA considered that consumers would expect that they could not end up paying more for a product at Kiddies Kingdom than they would at another retailer. However, the term that stated that the promise would not be honoured if it resulted in Kiddies Kingdom making a loss, meant that this was not the case. It considered, therefore, that the price match claims were misleading and ruled that the price match promotion must not appear again in the form complained of.

The ASA ruled that in order to comply with the Code, Kiddies Kingdom Ltd would need to ensure that in future, any price match promotion does not misleadingly imply consumers could end up paying more for the product at Kiddies Kingdom than at other retailers, and does not contain unfair terms like those that state the price match will not be honoured if it would result in them making a loss. 

Following the 2019 ruling, Kiddies Kingdom Ltd gave an assurance that the website would be amended to comply with the rules.

In April 2022, the CAP Compliance team received a complaint that the misleading price match promotion continues to appear on the website.

The CAP Compliance team contacted Kiddies Kingdom Ltd but, in the absence of an assurance to amend, took the decision on 6 May 2022 to place their company details on this section of the ASA website. These details shall remain in place until such time as Kiddies Kingdom Ltd has appropriately amended the price match promotion to comply with the CAP Code.

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