The homepage of Lookfantastic, a website for, featured a banner which read as follows: “First 250 customers save 20% everyone else saves 15% Click here to shop – Use Code: BIRTHDAY”. Following a complaint, the advertisement was ruled to be misleading since the offer did not clearly indicate that the discount applied to selected items and not all items available on the website.

The ASA informed The that it needed to ensure that where the offer only applies to certain items, terms such as “selected” or “exclusions apply” must be included in the advertisement.

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