“Takealot.com take a lot
Two separate rulings in August 2019 found that Takealot.com was responsible for advertisements containing misleading claims and thus in breach of the Code of Advertising Practice.
Takealot.com advertised goods on its website as being discounted. The Complainants essentially submitted that the advertised discounts were misleading because the discounts were worked off the list price and not the everyday selling price (for those who do not know the distinction, the list price is the price provided by the supplier, i.e. the recommended retail price, and is not necessarily the price that the goods are actually sold for in the marketplace, i.e. the everyday selling price).
In these particular instances, it appeared that Takealot.com's everyday selling price was actually much less than the recommended retail price, yet it would base its discounts on the recommended retail price, thereby indicating a higher savings to consumers.
The Directorate took the view in both cases that the advertisements were misleading because the saving advertised appeared far higher than what the consumer would, in fact, save.”
The Advertising Regulatory Board (ARB) been busy at work in the last few months, having issued just under 100 published decisions since it first opened its doors in November 2018,...
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