Boohoo promotions 'broke advertising rules', BBC Watchdog reveals

UK-based e-tailer Boohoo has been accused by the BBC watchdog
programme Watchdog Live of breaking Advertising Standards Authority
(ASA) rules through ‘misleading’ promotions on the brand’s
website.

Watchdog Live found that Boohoo had been showing promotions on
its website that didn’t end after the countdown ended, meaning
customers were feeling false pressure to make purchases.

Between August and November 2018, the programme recorded 14
Boohoo promotions that used countdown clock, which were reset once
the clocks hit zero. A 30 percent off everything offer was one of
the promotions recorded, urging customers to “Hurry – ends
soon.”

According to the BBC, The ASA told Watchdog Live: “Boohoo is
breaking rules around sales promotions that we have investigated
and ruled against previously, which is why this has been passed
straight to our compliance team. Our team will work with the
advertiser to ensure they bring their ad into line.

“In this specific instance, the use of a countdown clock is
problematic if it misleadingly implies the offer is time-limited
when that is not the case.”

Boohoo accused of tempting customers with ‘misleading’
promotions

Boohoo told the BBC it hadn’t intended to mislead its
customers, and that it had extended promotion times to meet
customer demand. A Boohoo spokesperson told the programme: “At
Boohoo, customer satisfaction is our utmost priority. We are
focused on bringing our customers the latest fashions at the best
prices and running promotions is one of many ways that we invest in
our customer proposition.

“During the period August 2018 to November 2018 Boohoo ran a
number of time-limited promotions. On the small number of occasions
researchers for BBC Watchdog Live have identified, customer demand
drove us to extend these offers and we did so to avoid
disappointment.

“It is never our intention to mislead customers and we take full
note of the BBC Watchdog’s inquiry. We are looking into our
processes to ensure that further diligence is exercised in relation
to future promotions of this nature.”

The full Watchdog Live show will be broadcast on Wednesday 5
December at 8pm on BBC One.

Photo credit: Boohoo, Facebook

Source: FS – All-Fashion-Blogs
Boohoo promotions 'broke advertising rules', BBC Watchdog reveals