Which? responds to the ASA's ruling against Sports Direct for misleading 'discounts'

Rocio Concha, Which? Director of Policy and Advocacy, said:

“Customers shouldn't have to second guess whether the price claims they see are accurate. It is unacceptable that Sports Direct abused consumer trust with misleading reference prices that might lead them to think they are getting a good deal.

“The ASA’s ruling is a positive step, but there needs to be a much stronger deterrent against misleading price claims. This case highlights the need for the government to implement its ban on deceptive pricing urgently to give consumers much-needed protection and a fair chance for businesses that price honestly.” 

-ENDS-

Notes to editors:

The Advertising Standards Authority can ban a misleading ad and tell a firm not to use the same claim again, but Which? believes that a stronger deterrent is needed, including heavy fines, for companies that use deceptive pricing.