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DIY chain rapped for misleading ad; CONSUMER.

An advert for a 50% discount on a kitchen at DIY chain Wickes has been banned after the retailer effectively cancelled out any saving by doubling prices the same day.

Wickes advertised the Heritage Bone showroom kitchen in August and September starting at PS2,086, including a multibuy discount of 50% off for buying five or more units and 50% off installation.

The Advertising Standards Authority upheld six complaints that customers were misled.

Which? said Wickes had raised the list price of its kitchens before or around the time of the sale, which meant the sale price was the same as prior to the increase.

Which? also complained that the multi-buy offer may have made consumers feel rushed to buy when the offer or an equivalent had been running for a long time.

Trading Standards rules state retailers must have already sold a significant number of units at a certain price to legitimately reference the original price.

Banning the ad, the ASA told Wickes not to alter list prices in a way that gave the misleading impression of a genuine saving when that was not the case.

It also told the firm not to base price claims on the cost of an individual unit where the ad was clearly promoting full kitchens.

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Publication:The Press and Journal (Aberdeen,Scotland)
Date:Jun 5, 2019
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