Drip pricing ad about glasses complaint upheld by ASA

The Advertising Standards Authority (‘ASA’) upheld three complaints made against Select Specs.

An ad which promoted a deal on glasses stating that you could get ten pairs of glasses for the price of one. Small text appeared on screen stating: “To +/-6 sph. Minimum order £12. Free delivery over £49”. The voiceover then continued: “That’s 10 pairs of prescription glasses delivered free to your door for the price of one pair from the high street. But the real difference is each pair can have a different prescription, so it’s glasses for everyone. Select Specs £6 specs”

A competitor challenged whether the price comparison with high street glasses, specifically “Select Specs £6 specs” and “all from just £6 a pair”, was misleading.

The ASA upheld all complaints. The ASA said it was not possible to purchase a pair of glasses for £6, as the ad suggested. Additionally, once the delivery fees, as mentioned in the disclaimer, were added, the total price was far more than £6. The ASA found that the £6 offer demonstrated drip pricing. ‘Drip pricing’ is a banned commercial practice under the Digital Markets, Competition and Consumers Act 2024 (DMCCA) which is enforced by the Competition and Markets Authority, a breach of which may result in substantial financial penalties.

Businesses should ensure they include the total price (including delivery fees) when advertising a product, especially if the customer cannot opt out of additional costs. They should also make sure they do not hide important information in small print or footnotes. These small changes and considerations will help businesses avoid falling foul of the DMCCA.