Which? responds to the ASA's ruling on misleading deals from Very

Sue Davies, Which? Head of Consumer Protection Policy, said: 

“It’s unacceptable that well-known businesses have been reeling in customers with misleading deals. It will be reassuring to people, especially when so many are already struggling with cost of living pressures, that the Advertising Standards Authority is taking action. This should send a message to other businesses that dodgy pricing will not be tolerated.  

“That being said, we find too often that customers are being targeted by ‘deals’ that are not what they seem. It’s clear that the current system is not fit for purpose and the government must tighten the law to ban deceptive pricing."

-ENDS-

Notes to editors: The government can make enforcement against false price claims easier by using powers it took in the Digital Markets, Competition and Consumers Act 2024. These allow the Secretary of State to add to the list of commercial practices that are considered unfair in all circumstances in Schedule 20 of the Act.