Pricing and charges - ASA

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omission, undue emphasis or distortion. We also advise advertisers to refer to the BIS Pricing Practices Guide when preparing their ads. </p> <p>Another area of complaint we often see is the recommended retail price (RRP) of a product or service. Ordinarily, even if advertisers can provide documentary evidence that the quoted RRP in the ad was recommended by the manufacturer of the product this might not be enough, and any complaints received may get upheld. We require advertisers to be able to demonstrate the product has actually been sold at the advertised price. If an advertiser is the only seller of a product, and so has set the price themselves, it is unlikely to be acceptable to refer to the price as an RRP.</p> <p>The advertising rules for the pricing of products also state that advertisers shouldn’t use “from” and “up to” claims to exaggerate the availability of a product at a given price. We apply a rule of thumb that 10% of products or services advertised should be available at the “from” or “up to” price stated in the ad, and we have upheld complaints about companies who were unable to sufficiently prove this. </p> <p>We have also upheld complaints about ads that don’t make additional charges prominent and clear, such as the price of delivery or processing. If a consumer is able to collect the product themselves, delivery charges are not required in the headline price. Any statements that imply delivery is free including those that say “free delivery on orders over £50” or similar, should be avoided if this offer is not attainable for everyone, i.e. additional charges apply to certain postcodes. </p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "8826BD5B-0831-49D4-B2320D113773A3DA" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Promotions_and_competitions.html" >Promotions and competitions</a> </li> <li class="horizontal-listing-item is-active"> <a href="https://www.asa.org.uk/topic/Pricing_and_charges.html" >Pricing and charges</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Recruitment_and_work.html" >Recruitment and work</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Property_sales_and_lettings.html" >Property sales and lettings</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Legal_and_regulation.html" >Legal and regulation</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Financial_products_and_services.html" >Financial products and services</a> </li> </ul> </div> </div>   <div class="breadcrumb"> <div class="container"> <ul class="breadcrumb-list"> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/">Home</a> </li> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/issues-and-topics.html">Issues and topics</a> </li> <li class="breadcrumb-list-item"> Pricing and charges </li> </ul> </div> </div>   <div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/designed-to-persuade-dark-patterns-and-the-code.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/designed-to-persuade-dark-patterns-and-the-code.html">Designed to Persuade - Dark Patterns and the Code</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">27 February 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/to-include-or-not-to-include-vat-in-stated-prices.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/to-include-or-not-to-include-vat-in-stated-prices.html">To include or not to include – VAT in stated prices</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">27 February 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/mid-contract-price-increases-in-telecoms-contracts.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/mid-contract-price-increases-in-telecoms-contracts.html">Mid-contract price increases in telecoms contracts</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">16 January 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/stay-out-of-the-red-with-our-debt-relief-marketing-tips.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/stay-out-of-the-red-with-our-debt-relief-marketing-tips.html">Stay out of the red with our debt relief marketing tips</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">16 January 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/happy-holidays-ensure-your-travel-ads-stay-off-the-naughty-list.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/happy-holidays-ensure-your-travel-ads-stay-off-the-naughty-list.html">Happy holidays? Ensure your travel ads stay off the naughty list</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">05 December 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/tgibf-avoid-your-ads-taking-a-turn-for-the-worst-this-black-friday.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/tgibf-avoid-your-ads-taking-a-turn-for-the-worst-this-black-friday.html">TGIBF! Avoid your ads taking a turn for the worst this Black Friday</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">24 October 2024</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=8826BD5B-0831-49D4-B2320D113773A3DA" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/webloyalty-international-ltd-g24-1229880-webloyalty-international-sarl-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/webloyalty-international-ltd-g24-1229880-webloyalty-international-sarl-ltd.html" target="_blank">Webloyalty International Ltd t/a Webloyalty, Complete Savings</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">App (paid ad)</span> </li> <li class="meta-listing-item"> <span class="caption">23 October 2024</span> </li> </ul> <p>Two in-app ads and a pop-up banner ad for a shopper reward programme weren't clearly identifiable as ads and didn't make the presentation of choices clear.   </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/webloyalty-international-ltd-a24-1248087-webloyalty-international-sarl-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/webloyalty-international-ltd-a24-1248087-webloyalty-international-sarl-ltd.html" target="_blank">Webloyalty International Ltd t/a Webloyalty, Complete Savings</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Website (own site)</span> </li> <li class="meta-listing-item"> <span class="caption">23 October 2024</span> </li> </ul> <p>Three webpages on a website for a shopper reward programme failed to make clear the steps that people had to take to obtain a 'welcome reward'.     </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/sky-uk-ltd-a24-1229858-sky-uk-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/sky-uk-ltd-a24-1229858-sky-uk-ltd.html" target="_blank">Sky UK Ltd t/a NOW</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Internet (website content)</span> </li> <li class="meta-listing-item"> <span class="caption">25 September 2024</span> </li> </ul> <p>A website for Now TV was misleading as it didn’t make it sufficiently clear that free trials, which were automatically added to the basket, would auto-renew at a fee unless cancelled. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/whitbread-group-plc-a23-1219722-whitbread-group-plc.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/whitbread-group-plc-a23-1219722-whitbread-group-plc.html" target="_blank">Whitbread Group plc t/a Premier Inn, Beefeater</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Search (paid)</span> </li> <li class="meta-listing-item"> <span class="caption">01 May 2024</span> </li> </ul> <p>A paid-for search ad made misleading claims about the price of hotel rooms. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=8826BD5B-0831-49D4-B2320D113773A3DA" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/promotional-savings-claims.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/promotional-savings-claims.html">Promotional savings claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/recommended-retail-prices-rrp.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/recommended-retail-prices-rrp.html">Prices: Recommended retail prices (RRPs)</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/promotional-marketing-free-entry-routes.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/promotional-marketing-free-entry-routes.html">Promotional marketing: Free entry routes</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=8826BD5B-0831-49D4-B2320D113773A3DA" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <p>No code found.</p> </div>  </div> </div> </div> </div>  </div>  </div> <div id="message-login-popup" 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