Prices and percentages are common pitfalls, warns watchdog.
Against a tough economic backdrop, this year’s Black Friday promotions and sales will be welcomed by the trade and consumers alike.
The official date of Friday 28 November will likely morph into several days, if not weeks.
But excitement aside, advertisements for deals must be ‘clear and responsible,’ the Advertising Standards Authority (ASA) has warned.
The watchdog - whose remit covers non-broadcast media including online and social media content - says firms must be mindful of ‘financially overstretching vulnerable consumers.’
Whatever the industry sector, the ASA warns, Black Friday offers need to abide by the rules:
- Any savings such as ‘70% off’ or ‘save £50’ must be genuine, accurate and must not exaggerate the discount. They should be comparable with the most recent price available.
- Price comparisons must be backed-up, for example with historical pricing records.
- If claims like “up to X% off’ are made, a significant proportion of the items included in the sale should be discounted by X%.
- Promotional offers should not normally be extended beyond their closing dates.
- Retailers should make a reasonable estimate of demand and be able to demonstrate that they’ve done so.
- When terms and conditions dictate whether or not consumers choose to participate in promotions, these must be clearly explained. For instance, how to get involved, a closing date, the nature and number of prizes, any restrictions and availability.
The ASA is offering pre-publication advice on Black Friday marketing. A 24-hour turnaround is free; there’s a £300 fee for express advice provided within four hours on Mondays to Fridays 9am to 5.30pm.
Find out more here: https://www.asa.org.uk/advice-and-resources/bespoke-copy-advice.html
