Time's Up: ASA Rules On Countdown Timers And Pricing Claims

The ASA has issued another ruling regarding countdown timers and pricing claims - both issues which are being heavily scruitnused by the ASA and the CMA at the moment. The ruling is also notable for the fact that it followed a complaint by a competitor, which is quite rare these days. The ruling is a timely reminder for legal and marketing teams alike of the importance of clarity, substantiation, and verifiability in advertising claims.

Background

The complaints were made about:

• A banner ad which stated: "Up to 40% off selected finishes + an extra 5% offer ends in..."
  This was accompanied by a countdown timer.
• A webpage titled "Why choose Hammonds?", which included the claims: "We won't be beaten on quality and price" and "We can offer you better quality furniture at a price others can't beat."