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ASA rules against DFS

DFS store front 725 x 500

The ASA has told DFS that it may not repeat two adverts and must ensure it holds evidence to show that its savings claims are genuine for future campaigns.

The adverts in question - one online and one TV - were shown last Christmas, and showed current promotional prices and future prices of two sofas.  

The TV ad, seen on 25 December 2015, stated "Enjoy our best ever prices in the best ever DFS winter sale. Right now the Nest corner sofa is just £1395 ...". On-screen text stated "£1395 After event £2995" and "Offer ends 6.1.16".

A website page on, seen on 27 December 2015, stated "4 Seater Lounger ... Sale Price £799 After Sale Price £899 Save £100 ... After sale price applies from 23/02/2016".

Consumers complained that the adverts were misleading and questioned if they could be substantiated. 

DFS told the ASA that the adverts accurately reflected both the promotion and future price, and that it complied with pricing practices, but the ASA was unconvinced, advising that it saw no evidence to determine wh
ether the sale prices were a reduction on the prices at which the sofas were formerly sold, and whether or not they represented a genuine saving.

See the full announcement here. 

Source : Insight DIY

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29 September 2016

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Thank you for the excellent presentation that you gave at Woodbury Park on Thursday morning. It was very interesting and thought-provoking for our Retail members. The feedback has been excellent.

Martin Elliott. Chief Executive - Home Hardware.

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