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ARTICLE · 19 NOVEMBER 2019

ASA Have No Time For Misleading Ads About Amazon Prime

Charles Russell Speechlys
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On the 30 October 2019, the Advertising Standards Agency ("ASA"), published its ruling on an Amazon Prime advertising campaign run by Amazon Europe Core Sarl ("Amazon").

United KingdomMedia, Telecoms, IT, Entertainment
Rachel Bell
Rachel Bell

On the 30 October 2019, the Advertising Standards Agency ("ASA"), published its ruling on an Amazon Prime advertising campaign run by Amazon Europe Core Sarl ("Amazon"). The ASA being the body responsible for ensuring non-broadcast advertising complies with the UK Code of non-broadcast Advertising, Sales Promotion and Direct Marketing (the "CAP Code").

Background

The ASA considered complaints about an Amazon ad which stated as part of the checkout process "... we're giving you a 30-day free trial of Amazon Prime! Starting with this order ..." The ad appeared during the checkout process throughout May and June 2019 and, in short, presented a number of options for accepting or rejecting the free trial on offer.

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