The ASA challenged a banner advertisement which appeared at the top of online fashion retailer Miss Pap’s website. The advertisement read “£1.99 NEXT DAY DELIVERY*”. Underneath, in smaller text were the words “HURRY ENDS IN 00H 02M 13S”. This was accompanied by a countdown clock which reset when it reached zero, with a new offer reading “£1 NEXT DAY DELIVERY!”.
The ASA found that the advertisement was misleading on the basis that it suggested that the next day delivery offer was time limited and would revert to the higher price at the end of the countdown, which was not the case.