It’s more bad press for French Connection. Just a few weeks ago we told you all about the unsavoury manner in which they tried to stop Wigsandgowns’ favourite King Cnut from doing business (and how he got his own back!) and now we hear it’s in trouble with our friends at the ASA.
The Advertising Standards Authority (ASA) have warned the retailer over misleading price comparisons on its website following a complaint relating to a dress, which was available on the company’s website for GBP120 (US$182) last year, reduced from GBP125. The person who made the complaint believed the dress had never been sold for GBP125 and challenged whether the reference to that price was misleading.
The chain denied it had misled customers and provided evidence that the dress had been sold at the higher price, but the ASA ruled that it had been sold at £120 for 30 days longer than at full price, making the promotion misleading.
Although not binding on retailers, industry best practice guidance on price comparisons from the Department of Business Innovation and Skills asks that sale price comparisons are made with the retailer’s own previous price, which should have been available for at least 28 consecutive days within the last six months. The guidelines also state that the period of time for which the new (lower) price is available should not be so long that the comparison becomes misleading.
The ASA found that French Connection had breached rules on misleading advertising, prices and price comparisons.