Ad description
Two emails and a website for Antler, a luggage retailer:
a. The first email, seen on 29 March 2026, included the text “Enjoy 20% Off Sitewide”, “20% OFF SITEWIDE USE CODE: SPRING20” and “Enjoy 20% off everything – use code SPRING20”.
b. The second email, seen on 3 April 2026, included the text “20% Off Everything This Long Weekend”, “20% OFF SITEWIDE USE CODE: SPRING20” and “Enjoy 20% off our most-loved suitcases and travel bags with code SPRING20”.
c. The website www.antler.co.uk, seen on 4 April 2026, featured banners that stated, “EASTER EVENT 20% OFF SITEWIDE USE CODE: SPRING20”.
Issue
The complainants, who attempted to use the discount Code but were unable to redeem it, challenged whether the ads were misleading.
Response
ATR Brands Ltd t/a Antler said the claims “20% Off Sitewide”, “20% Off Everything”, and “20% off our most-loved suitcases and travel bags” communicated a single offer of 20% off the current price of items on the website. They did not believe the ads stated or implied that consumers would receive an additional 20% off items which were already discounted.
They said sale and clearance items were already reduced below their full price and were discounted by more than 20%, without the discount code. Therefore, consumers browsing those lines would already receive a greater discount than under the promoted sitewide offer. Antler believed that the exclusion of sale items from the discount code was not a significant condition that required separate disclosure, because the ads accurately described a single sitewide discount and no consumer was denied the advertised saving.
Assessment
Upheld
The ads stated “20% off sitewide” and, in addition, ads (a) and (b) included the claim “20% off everything”. The ASA considered that consumers would understand from the claims referencing “sitewide” and “everything” that the promotion included all products available for purchase on the website and that they would receive 20% off any product if they used the code provided.
However, we understood that the discount code did not apply to sale items. Therefore, because the ads suggested that the discount code applied to all orders when that was not the case, we concluded that the ads were misleading.
The ads breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising).
Action
The ads must not appear again in the form investigated. We told ATR Brands Ltd t/a Antler to ensure their ads did not state or imply that a promotion included all products they sold, including by stating that a promotion related to “everything” or applied “sitewide”, if that was not the case.
