Dabs comes unstuck as ASA tells retailers not to publish prices in printed brochures if they change regularly

The Advertising Standard Agency has rebuked Dabs, the online retailer, for advertising prices in its printed brochures that were not accurate. Dabs argued that its prices changed regularly and its printed brochure warned readers to ‘check www.dabs.com for latest prices’. However, the ASA said that that did not go far enough. It had not indicated that the prices in the advert regularly changed. The advert was therefore misleading, contrary to the CAP Code. The ASA went further and said that the printed brochure was unsuitable to advertise prices because it was likely to be in circulation after prices had changed.

The CAP Code is a code of practice governing the content of adverts and marketing communications, and it is administered by the ASA. Although the Code does not have legal force, it is best practice to comply with it, as failure to do so can result in bad publicity and ultimately an inability to obtain advertising space.