Background

Misleading Advertising: TMC Media Group AG t/a ukfitnessdirect.co.uk breaks UK advertising rules for misleadingly advertising products from the brands Tunturi, Flow Fitness, Waterrower and NOHrD for sale on the ukfitnessdirect.co.uk website, for which it has not provided substantiation can be supplied by them, at the stated prices.

The ASA investigated a complaint from FixAGym Ltd about TMC Media Group AG’s advertising of products from the four brands on the ukfitnessdirect.co.uk website.

TMC Media Group AG t/a ukfitnessdirect.co.uk did not provide a substantive response to the ASA’s enquiries. The ASA understood that TMC Media Group AG t/a ukfitnessdirect.co.uk did not hold a license to sell products from the brands Tunturi, Flow Fitness, Waterrower and NOHrD and as such would be unable to supply the advertised products to consumers. The ASA was concerned by ukfitnessdirect.co.uk’s lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule (Unreasonable delay). The ASA concluded that the advertising was misleading.

The CAP Compliance team contacted TMC Media Group AG t/a ukfitnessdirect.co.uk but, in the absence of an assurance to amend ukfitnessdirect.co.uk to comply with the ruling, took the decision on 30 November 2021 to place their company details on this section of the ASA website. These details shall remain in place until such time as TMC Media Group AG t/a ukfitnessdirect.co.uk has appropriately amended the ukfitnessdirect.co.uk website to comply with the CAP Code.

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