The Advertising Standards Authority (ASA) has ruled a regional press ad by Currys PC World as misleading.
The advert depicted a Samsung smart TV, offering a saving of £400. But the saving was based on the price the TV was sold for during a short period a year before the advert, reports The Drum.
The retailer argued that it clearly stated when the £1,299 price applied and the comparison would therefore not mislead consumers, but admitted that no consumer had paid that price in the period since the date that was referred to in the advert (March 27th to June 8th, 2013).
The ASA disagreed and ruled that consumers would regard it as the normal selling price of the TV, and that the savings claim was not based on a price that consumers were realistically likely to have paid.