A Carphone Warehouse advert has been banned by the Advertising Standard Authority (ASA) for misleading consumers.
The high street retailer has been forced to retract the ad which states ‘UK’s lowest price, we check so you don’t have to’. The campaign also featured a number of handsets with ‘at the best price’ and ‘at the best price we’ve checked’ next to them
The ASA said these claims could not be substantiated and that the promise of ‘UK’s lowest price’ suggested that devices and tariffs could not be purchased elsewhere for less.
Upon examining the small print, the body found that this was false and that the advert only compared a small selection of competitors while excluding retailers without a high street presence.
Carphone Warehouse has expressed disappointment at the ASA's ruling. A spokesperson said: 'We are disappointed with the ASAs decision because we are the only independent high street retailer able to compare thousands of tariffs across the biggest networks and our own network iD. We update all of our price checkers daily to ensure we offer our customers the perfect deal that's right for them. And with our price promise, if they find a cheaper deal, we will match it and pay their first month’s bill.'
Second time round
This is the second time a Carphone Warehouse ad has been banned after the ASA ruled in 2012 that claims made in an MVNO campaign could not be upheld.
The ban also marks the second time this year that the ASA has been forced to suspend a mobile campaign. Three had to pull an advert in May after rival EE publically challenged its claim of ‘The undisputed. UK’s most reliable network. Again’
Taking to social media the BT owned network branded the Three campaign misleading and lodged a complaint to ASA who rejected Three’s claims that its ad was based on YouGov results.