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ASA upholds complaint about DFS

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The Advertising Standards Agency have today upheld a complaint about DFS regarding their pricing policies.


a. The TV ad, seen on 25 December 2015, stated "Enjoy our best ever prices in the best ever DFS winter sale. Right now the Nest corner sofa is just £1395 ...". On-screen text stated "£1395 After event £2995" and "Offer ends 6.1.16".

b. Claims on a sofa product page on http://www.dfs.co.uk, seen on 27 December 2015, stated "4 Seater Lounger ... Sale Price £799 After Sale Price £899 Save £100 ... After sale price applies from 23/02/2016".


As many people know, DFS seem to have a 12 month 'event' of some sort or other. They even call it a sale sometimes.


Once of the relevant pieces of the complaint was.


We therefore asked to see sales data for the lounger to establish the price at which it was generally sold and to confirm whether the sale price was a genuine saving on the former price



that information was not provided to us


This goes to show that DFS (IMO) are misleading its customers.


The full ruling is here


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Guest roaringmouse

Not the only one!


Wickes. They were selling a Flymo lawnmower on ''sale'' reduced from £99.99 to £74.99 from March right up to last week when they stopped selling for the Autumn. I know. I saw it every day when I went in there to but stuff. No sale at all. Misleading big company cons.

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They don't reduce prices, they increase the prices for the requisite time period and then drop it back to normal.


Of course it's a con and rip-off, but no one with the authority to do anything about it gives a damn, they just let it continue.

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