Isha Sharma
The Advertising Standards Authority (ASA) has banned online adverts from sportswear giant Nike and broadcaster Sky for misleading customers with tactics that could lead to overspending. Nike’s social media ad for trainers and Sky’s ad for its Now TV service were deemed to use deceptive online strategies, sparking concerns about transparency in digital marketing.
Misleading Nike Trainer Prices
Nike’s ad featured children’s shoes priced at £26, which initially led many consumers to assume the deal applied to a range of sizes.
However, the trainers were only available in sizes UK3 to UK6, intended for children.
The ASA noted that the use of eye-catching emojis in the ad, like an exploding head and black heart, created the impression of a significant discount, making it more appealing to potential buyers.
Since children’s shoes are not subject to VAT, the deal appeared less attractive when examined closely.
Nike defended itself, claiming that the ad was produced by The Sole Supplier, an online marketplace, without its oversight.
Nonetheless, the ASA ruled that Nike was responsible for the misleading nature of the ad and banned it for lack of transparency.
Sky’s Now TV Subscription Tactics
Sky’s ad for its Now TV service came under fire for not clearly presenting auto-renewal details of free trial offers for its Cinema and Boost services.
The ASA pointed out that the terms were in smaller font and placed below the call-to-action button, making them easy to miss.
Customers signing up for the free trial were charged unless they cancelled within seven days, a condition that wasn’t sufficiently highlighted.
Although Sky argued that free trials are widely understood, the ASA concluded that the ad misled consumers and violated advertising standards.
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