Online sales advertising tactic by BVG Group was found likely to be misleading

Samuel Windsor, a menswear brand, stated in its brochure “END OF SEASON SALE SAVE UP TO 70%” and included a number of products that were discounted against “TYPICAL HIGH STREET PRICE”. This was misleading because comparisons were made against similar rather than identical products at different retailers and it was unclear why not all retailers were considered. It was advised that “typical high street price” without immediately clarifying the basis for comparison or if there is no evidence for comparing it against a sufficiently representative sample presents risk to customers being misled.