The Advertising Standards Authority (ASA) has banned a Sports Direct advertisement following complaints that it was misleading. The advertisement promoted a Puma women’s top at a sale price of £17, claiming this was a reduction from a recommended retail price (RRP) of £45. However, consumer group Which? challenged the claim, stating that the Puma top was typically sold at prices much lower than the stated RRP.

After reviewing the case, the ASA determined that the advertisement gave a misleading impression of the discount offered. The watchdog noted that the item was available elsewhere for as low as £23, significantly less than the price indicated by Sports Direct as the baseline. As a result, the authority ruled that the promotion unfairly inflated the original price to exaggerate the sale’s value.

Sports Direct responded by affirming that the £45 price point was the official RRP set by Puma. The company expressed disagreement with the ASA’s decision and indicated plans to challenge the ruling.

The case highlights ongoing concerns about the use of recommended retail prices in promotional advertising and the potential for these figures to mislead consumers about the actual value of discounts. The ASA continues to monitor similar cases to ensure advertising remains clear and truthful.