Three of Britain’s best-known high-street names have been censured by the Advertising Standards Authority (ASA) after the watchdog found their Black Friday promotions overstated the true value of the discounts on offer, in a ruling that will sharpen the focus on pricing claims across the retail sector this Christmas.
The regulator concluded that John Lewis, Boots and Debenhams each breached the advertising code by presenting reference prices that could not be substantiated as genuine established selling prices, the long-standing benchmark by which savings claims are judged.
In John Lewis’s case, two laptop promotions came under scrutiny. A MacBook Air advertised with a £150 saving against an earlier price of £849 was found not to meet the threshold, with third-party pricing data indicating the higher figure had only been in place briefly before the promotion began. A separate Asus laptop, advertised with a £450 reduction, was likewise judged not to represent a genuine saving.
The ASA also upheld complaints against Debenhams over banners offering discounts of “up to 44%”, and against Boots over a fragrance promotion marked down from £80 to £60, ruling that there was insufficient evidence in either case that the higher prices reflected the goods’ usual selling prices.
The interventions form part of the ASA’s expanding programme of AI-assisted monitoring, which has already produced action against travel firms and the online retailer Very over similar pricing claims. The watchdog has made clear that its proactive Active Ad Monitoring system is being scaled up to identify suspect promotions at speed, particularly around high-stakes trading events such as Black Friday and the January sales.
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