Promotion by Kiddies Kingdom Ltd found to be misleading by the ASA (13 October 2021)

An advertisement appeared on the Kiddies Kingdom website which stated: “SPRING SALE UP TO 75% OFF Offers on hundreds of lines.” A complaint was raised on the basis that there did not appear to be any products available on the brand’s website that were discounted by 75%. At the time of the complaint, only one product was 75% off because a previous sale had ended. Kiddies Kingdom were aware of this fact, but they believed that the advertisement was accurate due to the use of the particular wording “UP TO 75% OFF”. The ASA did not agree and found that the wording of the promotion was such that consumers would understand the discount to be widely available across a number of items. This was not the case so the promotion was misleading.