CrypticKits is a “mystery shirt” brand specialising in the sale of “mystery football boxes”. In June 2023, it posted promotional advertisements on its Instagram and TikTok pages.

The Instagram post comprised of a £1 coin alongside the following text: “We are excited to share with you, a limited time offer. £1 for a mystery football shirt box, yes you read that correctly, £1! This exclusive offer will only be available until June 16th, so be quick and don’t miss out. Our football shirts are of the highest quality and come in a range of sizes and colours to suit your preferences. This is the perfect opportunity to get rid of your old, outdated and peeled apart shirt and get your hands on a brand new shirt to add to your collection. The perfect gift for any football fan, the thrill and excitement of unboxing a brand new football shirt […] Which team will you get? #cryptickits #smallbusiness #footballshirt #mysterybox #1pound”.

The TikTok post comprised of a video accompanied with the words: “£1 for a mystery football shirt! Don’t believe me? Check out our website”.

Two complaints were raised in respect of the posts on the basis that they suggested that customers could buy a football shirt from CrypticKits for £1 when this was not the case (the posts in fact related to a competition to win a football shirt instead). The ASA agreed that the marketing communications were misleading and upheld the complaints.

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