A complaint was raised in relation to an advertisement for distressed jeans offered for sale on e-commerce fashion website, I Saw It First. Underneath a picture of the jeans appeared the price tag “£6.25” along with a discount code for 75% off the product. However, the price was listed at £25.00 within the product description. In response to the complaint, I Saw It First explained that the price reduction had been incorrectly shown in respect of various products across its site for a limited period of time due to a technical error. The ASA ruled that the product listing was misleading because it showed the wrong price and the promotional code was not valid for the item.