‘Misleading’ Frasers ad banned amid feud with watchdog
The watchdog said the £45 reference price was not a genuine market price and that the savings claim misled shoppers.
- The Advertising Standards Authority banned a Sports Direct advertisement for a Puma Women's Zipped Baselayer Top after finding the retailer made misleading claims about the recommended retail price and related savings.
- Evidence uncovered by the ASA showed the product sold for £17 on the Sports Direct website, £17 at another Frasers Group retailer, and £23 by an online sporting goods store.
- Director of policy and advocacy Rocio Concha stated, "Customers shouldn't have to second-guess" price claims, calling it unacceptable that Sports Direct abused consumer trust with misleading reference prices.
- Sports Direct regarded the ruling as "fundamentally wrong" and said it would be "contesting it fully," arguing the ASA's approach to RRPs is "out of touch" and flawed.
- Implementation of a Government ban on deceptive pricing is urgently needed to provide Customers with protection and ensure fair competition, according to Rocio Concha.
11 Articles
11 Articles
‘Misleading’ Frasers ad banned amid feud with watchdog
The advertising watchdog has censured Frasers Group for running a “misleading” ad just days after its finance chief ramped up a bitter row with the regulator. The Advertising Standards Authority (ASA) has banned an online advert published by Sports Direct, which is owned by Frasers, for Puma sports top which it said misled shoppers over [...]
Evening Standard
Sports Direct ad banned over ‘misleading’ RRP
The Advertising Standards Authority found ‘that the RRP and associated savings claim were not genuine’.
Sports Direct brands ASA as "out-of-touch", after regulator banned ad
Sports Direct, part of the Fraser’s group, has responded to the ASA banning one of its ads branding the regulator “out-of-touch”. The retailer has stated that it will be contesting the decision and considers the decision “fundamentally wrong”. Seen on 10 February 2026, the ad in question was a product page on the retailer’s website,...
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