Background

Misleading Advertising: wilfredandalice.co.uk breaks the UK advertising rules for misleadingly implying it is a UK company when it is in fact based in China.

The wilfredandalice.co.uk website sells shoes. The website has a co.uk URL and shows prices initially in pounds sterling. The advertiser’s geographical address is not stated on the website. Without anything to indicate to the contrary, the ASA ruled the website gave the impression the advertiser is based in the UK.

The ASA understood from tracking information received from a complainant, however, that the advertiser is based in China. Therefore, they considered the ad to be misleading.

Despite repeated requests to make the identity and geographical address of the company clear on the wilfredandalice.co.uk website, wilfredandalice.co.uk has not been amended to comply with the ruling. We thereby took the decision on 19 November 2018 to place their company details on this section of the ASA website. These details shall remain in place until such time as wilfredandalice.co.uk has removed or appropriately amended their website to ensure compliance with the CAP Code.

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