News Articles

Wednesday, September 28, 2011

Carphone Warehouse ads aren't good enough for the ASA

The Advertising Standards Authority has upheld complaints about two separate advertisements produced by The Carphone Warehouse in May. Both ads were headlined ‘Phone 4. UK’s lowest price’, with one also containing small print that said ‘Service Plan in-store £13.99 per month’.

One complaint said the £13.99 figure suggested this was an iPhone tariff, while the other challenged the ‘lowest price’ claim because lower prices were apparently available elsewhere.

The Carphone Warehouse said ‘service plan’ was commonly used for extended warranty products, not for mobile phone tariffs. It also said it monitored competitor pricing to ensure no authorised Apple reseller had published cheaper prices and would price-match competitors’ iPhone 4 prices even if they weren’t published.

In its adjudication, the ASA said the reference to ‘Service Plan in-store ...’ was misleading because it wasn’t an obvious reference to an insurance product rather than a tariff. It also upheld the complaint about the ‘lowest price’ claim, noting that the Carphone Warehouse’s own data showed its prices to be more expensive on some occasions. In addition, some competitors offered pay monthly tariffs that weren’t available from The Carphone Warehouse. Finally, it considered that consumers were likely to interpret the ‘lowest price’ claim as meaning prices were lower than, rather than equal to, the lowest prices offered by competitors.

[ASA adjudication]

Print
Author: The Fonecast
0 Comments
Rate this article:
No rating

Categories: Retailing, NewsNumber of views: 1989

Tags: advertising uk best buy carphone warehouse iphone

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«August 2021»
MonTueWedThuFriSatSun
2627282930311
2345678
9101112131415
16171819202122
23242526272829
303112345

Archive

Terms Of Use | Privacy Statement