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Amazon's one-day delivery ad banned as 'misleading' | Amazon's one-day delivery ad banned as 'misleading' |
(35 minutes later) | |
Amazon's one-day delivery ad for Prime members has been banned as misleading. | Amazon's one-day delivery ad for Prime members has been banned as misleading. |
The UK advertising regulator said it had received 280 complaints, mostly from Prime customers who reported not receiving their packages within a day. | The UK advertising regulator said it had received 280 complaints, mostly from Prime customers who reported not receiving their packages within a day. |
It said the ad "must not appear again in its current form" and Amazon must make clear that "a significant proportion" of Prime items were not available for next-day delivery. | It said the ad "must not appear again in its current form" and Amazon must make clear that "a significant proportion" of Prime items were not available for next-day delivery. |
Amazon said the "overwhelming majority" of one-day orders arrived on time. | Amazon said the "overwhelming majority" of one-day orders arrived on time. |
It said the "period of extreme weather" last year meant "a small proportion of orders" missed their delivery deadline. | It said the "period of extreme weather" last year meant "a small proportion of orders" missed their delivery deadline. |
The firm's top service, Prime, offers next-day deliveries for £7.99 a month, or £79-a-year. | |
The Advertising Standards Authority said the adverts for Amazon Prime on its website in December meant customers would assume "one-day delivery" applied to all Prime-labelled items - and that these deliveries would arrive the day after the order was placed. | The Advertising Standards Authority said the adverts for Amazon Prime on its website in December meant customers would assume "one-day delivery" applied to all Prime-labelled items - and that these deliveries would arrive the day after the order was placed. |
However, elsewhere on its website Amazon explained that delivery time for its one-day service was "one business day after dispatch", and what time an order was placed would determine whether an item was dispatched on the same day. | However, elsewhere on its website Amazon explained that delivery time for its one-day service was "one business day after dispatch", and what time an order was placed would determine whether an item was dispatched on the same day. |
The ASA said it was unlikely customers would find this information, before deciding to start their Amazon Prime trial. | The ASA said it was unlikely customers would find this information, before deciding to start their Amazon Prime trial. |
"Because consumers were likely to understand that, so long as they did not order too late or for Sunday delivery, all Prime-labelled items would be available for delivery the next day with the One-Day Delivery option, when a significant proportion of Prime-labelled items were not available for delivery by the subsequent day with One-Day Delivery, we concluded that the ad was misleading," the ASA said in its ruling. | "Because consumers were likely to understand that, so long as they did not order too late or for Sunday delivery, all Prime-labelled items would be available for delivery the next day with the One-Day Delivery option, when a significant proportion of Prime-labelled items were not available for delivery by the subsequent day with One-Day Delivery, we concluded that the ad was misleading," the ASA said in its ruling. |
Amazon said the "vast majority" of the complaints followed media coverage of an initial handful of complaints. | Amazon said the "vast majority" of the complaints followed media coverage of an initial handful of complaints. |
A spokeswoman said: "Amazon Prime offers fantastic benefits to members including One-Day delivery on millions of eligible items at no extra cost. | A spokeswoman said: "Amazon Prime offers fantastic benefits to members including One-Day delivery on millions of eligible items at no extra cost. |
"The expected delivery date is shown before an order is placed and throughout the shopping journey and we work relentlessly to meet this date. " | |
Citizens Advice said online retailers should provide easy access to compensation if they fail to deliver items on time. | Citizens Advice said online retailers should provide easy access to compensation if they fail to deliver items on time. |
The consumer group said problems with late deliveries were not unique to Amazon. | The consumer group said problems with late deliveries were not unique to Amazon. |
Chief executive Gillian Guy said: "We've found 40% of people who used a premium delivery service received their parcel later than expected. | Chief executive Gillian Guy said: "We've found 40% of people who used a premium delivery service received their parcel later than expected. |
"It's more difficult for consumers to work out what they're owed when their parcels don't arrive on time if they've paid for a service like Amazon Prime, compared to when they pay for one-off deliveries. | "It's more difficult for consumers to work out what they're owed when their parcels don't arrive on time if they've paid for a service like Amazon Prime, compared to when they pay for one-off deliveries. |