The Advertising Standards Authority (ASA) has banned a social media ad for Nike trainers after finding it misleading.
- The ad suggested Nike trainers were available for £26, but this was limited to specific sizes.
- Nike’s contractual terms allowed The Sole Supplier to advertise products, but compliance with regulations was required.
- Nike argued that consumers should expect limitations on promotions, but ASA disagreed.
- The ASA determined the ad was misleading by not specifying sizing restrictions.
The Advertising Standards Authority (ASA) recently ruled against a social media advertisement featuring Nike trainers, deeming it misleading for consumers. This decision follows a complaint that the ad falsely implied a broad availability of discounted Nike trainers at the price of £26. In reality, the promotional price applied only to specific sizes, limited to UK sizes 3-6, which was not made clear in the original advertisement.
The advertisement ran on the social media platform X, formerly known as Twitter, and was managed by The Sole Supplier. This company benefits commercially from a relationship with Nike, earning commissions on sales generated through such promotions. A contractual agreement allows The Sole Supplier to advertise Nike products without prior approval from Nike, though it must adhere to advertising regulations.
Nike contended that the advertisement was not misleading, as they believed consumers would naturally infer the existence of certain restrictions, such as limited sizing, from the promotional price offered. Nike also pointed to the lack of consumer complaints as evidence that the ad was not misleading. However, the ASA found fault in these claims, stating that consumers would likely not assume such limitations without clear indication.
The ASA emphasized that the simplicity of the ad’s image and text did not adequately inform consumers about the restricted availability, failing to indicate that the discounted trainers were primarily meant for older children or were available in limited adult sizes. The use of the phrase “Now just £26” and the inclusion of an emoji contributed to the misunderstanding that the trainers were available for a wider adult audience.
Ultimately, the ASA concluded the ad’s lack of clarity constituted a misleading omission, as consumers were not made aware of crucial details that could influence their purchasing decisions. As a result, the ASA mandated that the ad should not appear again in its current form. The ruling also serves as a directive for both Nike Retail and The Sole Supplier to ensure that future advertisements are transparent about any material limitations.
This ASA ruling reinforces the necessity for clear and transparent advertising, particularly regarding promotional restrictions.
