‘Free’ Amazon delivery ad slated

Amazon is being forced to rewrite the wording of its Prime membership programme after the ad watchdog ruled the firm was wrong to describe one of the benefits of the £49-a-year service as “free”.
The Advertising Standards Authority started an investigation following a single complaint. Amazon’s UK website stated: “Get your stuff fast. Unlimited Free One-Day Delivery on all eligible orders”, while the right side of the page read: “Try Amazon Prime Free for one month: Unlimited Free One-Day Delivery… After your free trial, Amazon Prime is just £49/year.”
Amazon responded by claiming Prime provided a number of benefits to its members at a “clearly indicated cost” of £49 a year. And just one of those benefits was free one-day delivery, which would usually cost between £3.95 and £7.99.
But the ASA pointed out that advertisers must not describe part of a package as free if it is included in the overall price.
It said: “Although we understood Amazon’s intention was to make clear that the one-day delivery could be used without charge after subscription, because members had to pay £49 before they could use the service we considered that the claim that one-day delivery was ‘free’ was misleading.”
The watchdog ruled the claim must not appear again in its current form.

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