Sports Direct Disputes ASA Ruling Over Alleged Misleading Discount Claims
Sports Direct is challenging a ruling by the Advertising Standards Authority (ASA) that banned one of its advertisements for using misleading recommended retail prices (RRPs). The ad promoted a £17 Puma baselayer top as reduced from a £45 RRP, claiming up to 50% off. While Sports Direct argued that Puma confirmed the £45 price had been in place since at least 2023 and was previously used by the manufacturer, the ASA found no evidence this reflected genuine market pricing across retailers. The regulator noted similar items were available for lower prices elsewhere, concluding the RRP did not represent a fair basis for savings claims. It ordered Sports Direct to withdraw the ad and warned that future promotions must be based on accurate market data. The company criticized the ruling as 'out of touch' with consumer understanding of RRPs. This dispute follows recent criticism from owner Mike Ashley against government plans to regulate misleading discounts, which he argues are already well-established pricing tools.
