BooHoo’s ‘time-limit sales’ recorded as false.

Fashion site Boohoo has broken advertising standards, BBC watchdog finds. 

Investigative programme, Watchdog live, recorded promotions on Boohoo’s website that did not end after the countdown clock reached zero.

Time limited sales put pressure on consumers to buy products quickly.
Keeping the discount running means the time limit and the pressure were false.

Boohoo has responded to this statement, stating that they were never intended to be this way, and that customer demand drives them to extend certain offers.

Between August and November 2018, Watchdog Live recorded 14 sales advertised on the fashion site with a countdown timer. However each time the clock finished, it would reset and offers continued.

Included in these sales, was their ‘Black Friday offer for 30% off everything’ which urged customers to ”Hurry offer ends soon”. However this again reset after the offer initially ‘ended’.

The Advertising standards Authority (ASA) had previously ruled against companies found to be advertising misleading time-limit offers. They had told Watchdog live that Boohoo was breaking rules on sales promotions in the past. The ASA has stated that they will be working with Boohoo to bring their advertising back into line.

‘Customer demand’

A Boohoo spokesperson has stated that ”It was never our intention to mislead customers and we take full note of the BBCs watchdog inquiry. We are looking into our processes to ensure that further diligence is exercised in relation to future promotions of this nature.” Boohoo further stated that ”customer demand led to extending offers on a small number of time limited sales.”

The full report on Boohoo breaking advertising rules can be seen on Watchdog Live, BBC One- on Wednesday 5th of December at 8pm.


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