The Advertising Standards Authority (ASA) has intervened against Debenhams following a contentious advertisement on social media.
- A public complaint arose when a Facebook ad claimed up to 60% off on Debenhams’ merchandise.
- The ASA determined the ad was misleading as not all items featured the advertised discount.
- Debenhams attributed the issue to third-party suppliers managing their pricing and promotions independently.
- The ASA mandated Debenhams ensure future promotions are clear and substantiated.
The Advertising Standards Authority (ASA) has taken decisive action against Debenhams after reviewing an advertisement that appeared on Facebook on March 9, 2024. The ad, promoting significant discounts with the caption ‘Step into spring with up to 60% off fashion, home and beauty at Debenhams,’ prompted a complaint from a member of the public. This individual noted that the advertised discount was not applied to all products featured in the ad’s accompanying carousel of images.
Upon investigation, the ASA concluded that the ad was misleading. The regulatory body emphasized that consumers expect products shown in promotional advertisements to reflect the stated discounts. However, evidence revealed that among the three product listings highlighted by the complainant, only one had a promotional price. The ASA stated that without the pricing history of these items, they could not ascertain their usual selling prices.
Debenhams, in its defense, stated that the decision to participate in discounts lies with third-party suppliers, who independently control pricing. Consequently, Debenhams was unable to access the requisite sales data from these suppliers due to legal and operational constraints. Nevertheless, Debenhams acknowledged the issue and informed the ASA that it had revised its internal processes to comply with the ASA’s Code of Non-broadcast Advertising, popularly known as CAP Code.
The ASA’s report concluded that the advertisement breached the industry’s advertising standards. ‘We told Debenhams Brands Ltd to ensure that their future savings claims did not mislead and were substantiated against the usual selling price of the products,’ the report declared. A spokesperson highlighted the necessity for companies to support their promotional claims unequivocally. ‘In this case, Debenhams wasn’t able to back up the sales claims made in their ads,’ they elaborated, underscoring the misleading nature of the advertisement’s juxtaposition with product images.
The incident underscores the importance of transparency and accuracy in advertising, especially on social media platforms which reach a vast audience. The ASA’s stance reiterates that advertisements must be clear and verifiable to maintain consumer trust. The parent company of Debenhams.com, Boohoo Group, is yet to comment on the matter.
This incident highlights the critical importance of transparency and substantiation in retailer advertising practices.
