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ARTICLE · 18 AUGUST 2026

ASA Pulls The Covers Back On Nectar Sleep's "Save Up To 65%" Ad

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

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The UK's Advertising Standards Authority has ruled against Nectar Sleep's "Save up to 65%" promotional campaign, finding that the basis of the savings claim was unclear and materially misleading to consumers. The decision highlights critical issues with how retailers calculate and present competitor price comparisons, particularly when using narrow product selections and averaging methodologies that may not reflect genuine market conditions.

United KingdomConsumer Protection
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Jen Dinmore
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Brinsley Dresden
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We recently wrote about the UK's government's plans for a new consultation on pricing claims. The ASA's latest pricing ruling may further contribute to retailers having sleepless nights. It upheld a complaint about claims that consumers could "Save up to 65%" as part of a purported "price drop", finding that the basis of the savings claim was unclear and materially misleading. 

Nectar Sleep Ltd's website homepage featured prominent messaging including: "THE NECTAR PRICE DROP IS HERE. Our lowest prices ever. Save up to 65%" and saying "Savings compared to Similar Brands Avg Prices". 

Simba Sleep challenged if the basis of the "Similar Brands Avg Prices" comparison was sufficiently clear and whether the associated savings claims were misleading. 

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