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Wickes has ‘half price discount’ advert banned

The store was found to have raised prices at the time of the sale. effectively wiping out any saving.
Home improvement retailer Wickes has been forced to withdraw a customer savings advert for a kitchen after doubling prices on the same day, wiping out any effective discount.

Consumer pressure group Which? joined individual consumers in complaining to the Advertising Standards Authority about the advert in which Wickes listed its ‘Heritage Bone’ showroom kitchen on its website in August and September.

The advert said prices started at £2,086, including a multi-buy discount of 50% off for customers who bought five or more units plus a further 50% off the installation charge.

The Advertising Standards Authority (ASA) upheld six complaints, including one from the consumer group, saying that the promotion misled customers.

The ASA noted that Wickes – part of Travis Perkins Plc – had significantly increased the price of individual units on the day of the promotion, in one example raising the cost of a unit from £159 to £318, “effectively cancelling out any saving”.

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