Retailers who advertise misleading delivery charges face the threat of legal action.
The Advertising Standards Authority (ASA) has issued an enforcement notice banning
the practice of unclear parcel delivery surcharges.
Many islanders suffer Shops have been told to stop advertising “free UK delivery”
while but add on charges for the Western Isles and other temote areas have beenwarne
The notice applies to all relevant advertisers in the UK.
The advertising watchdog said it aims to tackle incorrect claims around parcel deliveries.
People in the Western Isles and other remote areas are often subject to additional
charges to have goods delivered but some online retailers are not making these surcharges
clear and upfront in their advertising.
Some wrongly make “UK delivery” claims when the charge or service does not apply
across the UK.
The enforcement notice requires advertisers to take immediate action to ensure their
advertising complies, including online.
If there are delivery restrictions or exclusions, these need to be made clear from
the outset, with the claim amended if necessary said the ASA.
ASA chief executive Guy Parker said: “Companies must honour the delivery claims they’re
making or stop making them.
“It’s simply not fair to mislead people about whether parcels can be delivered to
them, or how much it will cost.”
Director of the Committees of Advertising Practice, Shahriar Coupal, said: “Our
enforcement notice action makes very clear that advertisers must not mislead consumers
by promising ‘free’ or ‘UK’ delivery when it turns out that delivery is not free
or the item won’t be delivered if you live in certain parts of the UK.”