Have you ever wondered where to file a complaint if you feel there is an issue with advertising materials?
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).
And the Committee of Advertising Practice (CAP), the sister organisation of the ASA, is responsible for writing the Advertising Codes. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.
The ASA recently investigated complaints against Amazon.co.uk in relation to their “one-day delivery” service that they offer as part of their Amazon Prime membership. It received 280 complaints from Amazon customers claiming they did not receive their delivery by the following day, and thereby arguing that the “one-day delivery” claims were misleading.
The ASA upheld these complaints and told Amazon to make it clear to customers that some Prime labelled items were not available to be delivered by the next day.
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The Advertising Standards Authority said the adverts for Amazon Prime on its website in December meant customers would assume "one-day delivery" applied to all Prime-labelled items - and that these deliveries would arrive the day after the order was placed. However, elsewhere on its website Amazon explained that delivery time for its one-day service was "one business day after dispatch", and what time an order was placed would determine whether an item was dispatched on the same day.