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ASA slams Buy It Direct

Buy It Direct has come under fire for publishing digital advertising which claimed that customers would achieve a saving of £310 on a gaming monitor. The ASA found that Buy It Direct could not substantiate the saving claim made on its Laptops Direct website in February this year. 

Buy It Direct went on to say that it had made a data error and had now changed its system to avoid future errors from being made. 

In upholding the complaint, the ASA stated: "We welcomed the action of laptops Direct to correct the error as soon as they were aware of it. Nevertheless, we considered consumers would interpret the claim to mean a genuine saving against the price at which the product was usually sold at the time the ad appeared. Because Laptops Direct were unable to supply evidence that showed the savings claim represented a genuine saving against the price at which the product was usually sold at the time the ad appeared, we concluded the claim was misleading."

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