Incredible Connection promoted an HP Office Jet 8600 Plus Wireless Multifunction Printer at a discount of R500 from the standard price of R3999.95.
However, the consumer said that he bought the same printer from Incredible Connection for R3499.95 two weeks prior to the “promotion”. “It was not on a special promotion at the time,” he said.
He lodged a complaint with the ASA, arguing that Incredible Connection’s advertising is misleading because the claimed saving is not real.
“The advertisement convinces people that they are saving money when in fact they are paying R500 more than what the printer actually costs,” he said.
Curiously, the same printer was on promotion for R2,999.95 later in August, which may point to a potential printing error by Incredible Connection.
Incredible Connection was contacted by the ASA, but did not provide feedback despite “all reasonable attempts to elicit a response from the advertiser”.
The ASA said that there was no explanation as to why Incredible Connection’s special price of R3,999,95 – which is R500 more than the amount that the complainant paid two weeks earlier – could be seen as a saving of R500 as claimed.
The ASA ruled that Incredible Connection’s promotional advertising was misleading. The ASA added that this ruling should serve as an important precedent for Incredible Connection’s future campaigns.