The Advertising Standards Authority of South Africa (ASA) has ruled that a recent Takealot Daily Deals discount was in breach of the South African advertising code.
The ruling followed a complaint by a consumer about a promotion where Takealot offered a discount of 26% on a Samsung SSD.
Takealot’s Daily Deals section offered the Samsung 850 Evo Series 250GB SSD for R1,399, and indicated that the original price was R1,899.
The complainant highlighted that Takealot usually sells the product for R1,599, which equates to a real discount of 12.5%.
Takealot responded, explaining the saving of 26% was used as it was the saving relative to the recommended retail price provided by its supplier at the time of listing on its website.
“The original (or “was”) prices on Deals are the recommended retail prices given to us by our suppliers at the time we listed the goods,” said Takealot.
The ASA was not convinced, saying shoppers would not bother to scrutinise Takealot’s terms and conditions for the intended meaning of the “was” reference.
“The word “was” is not technical, is not accompanied by an asterisk, and is not linked with anything to suggest that there is some other meaning than the ordinary reference to the real previous price,” said the ASA.
The ASA ruled that Takealot’s Daily deal was in breach of the South African advertising code, and ordered the retailer not to use the ad again in its current format.