Misleading Advertising: DIY Kitchens breaks the UK ad rules for using price comparisons not based on up-to-date pricing information.
In 2018, the ASA investigated whether the website www.diykitchens.com used comparative claims that could not be substantiated and were not verifiable. The ASA considered that consumers would understand the claims to mean that DIY Kitchens had a wider product range, were cheaper and had superior build quality compared to their listed competitors, and other companies who installed kitchens. Because it had not seen objective and recent comparative evidence in relation to all relevant competitors across the market, the ASA concluded that the ads were misleading.
While DIY Kitchens has amended or removed some of the comparative claims the ASA upheld against following the ruling, the website www.diy-kitchens.com continues to feature price comparisons under the “Price and Quality Comparison” section that are not based on up-to-date pricing information.
The CAP Compliance team contacted DIY Kitchens to seek compliance with the ruling but, in the absence of a response, took the decision on 25 May 2018 to place its company details on this section of the ASA website. These details shall remain in place until such time as DIY Kitchens appropriately amended www.diy-kitchens.com to ensure compliance with the CAP Code and ASA ruling.