A text message sent to customers read “QUICK, 75% OFF EVERYTHING! Shop 100s of new added to sale. 99p Delivery ends midnight”. A banner advertisement also appeared on the I Saw It First website with the words “HURRY! FREE DELIVERY* ENDS IN 0H 2M 6S”. However, when the countdown clock reached zero, the offer did not disappear and the words “ENDS SOON” replaced the clock.
The ASA ruled that both the offer advertised in the text message was misleading because the discount only applied to selected items. The banner advertisement was also found to be misleading on the basis that the free delivery offer did not expire when the clock reached zero.