Advertisment
Advertising by Groupon on their Groupon.ie domain featured a picture of a patio area with two deckchairs. The deckchairs were shaded by a large patio umbrella. The text read:
“SUN’S OUT, FUN’S OUT
We’re bringing the heat
Davis and Grant Parasol”.
Limited Time Remaining! 60+ viewed today. 1,000+ bought.
€25.99. Option: Select Colour: Select Buy!
The next page featured an image of a parasol base with two pieces clicked together. Two remaining individual pieces required to complete the base also featured. The text read:
“Select Options
Price: €25.99 Done
Option: Four-Piece Parasol Base”.
The option to select the base for a round or square parasol was also provided.
Complaint
The complainant said she considered the offer to be misleading. She said the initial price indicated in the advertisement was €25.99 and this had been accompanied by an image of a parasol. When she clicked through, however, the only thing on offer for €25.99 was a parasol base. This had not formed part of the original offer.
Response
The advertisers said the issue raised by the complainant had arisen because the price which was shown to customers always defaulted to the lowest price, whilst the main image shown in the gallery usually focussed on the main deal option.
The advertisers said they were aware of the issue and were currently rolling out internal guidelines to both their buying and editorial teams to ensure that the main images displayed to customers when scrolling through their deals matched the lowest price shown.
Conclusion
Complaint Upheld
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted the Code requirement that if a price is stated in a marketing communication, it should relate to the product depicted or specified in the marketing communication. Care should be taken to ensure that prices and illustrated products match. As the price quoted was not for the product illustrated and referred to, the Committee concluded that the advertisement was in breach of Section 4.22 of the Code.
ACTION REQUIRED:
The advertisement should not appear in the same format again and care should be taken to ensure that prices and illustrated products match.
