If you’re planning a Black Friday deal, there are a few key rules to consider before going live with your promotion. Our latest blog post will help ensure you don’t increase your complaints, instead of your sales, this Black Friday.

What rules apply?

The Advertising Standards Code requires that any statements about product or service prices must not mislead consumers. Advertisers must ensure all pricing or discount claims are accurate and can be verified.

Supporting your claims

You must back up your price claims with clear, relevant, and robust evidence at the time you make them (see Rule 2 (b) of the Advertising Standards Code). Not sure what data you need? Our Can’t Prove It? Don’t Say It! Quick Guide provides information on the level of substantiation required for different types of claims.

Exaggeration

Although obvious exaggeration or hyperbole may sometimes be acceptable if they don’t risk misleading people, this rule doesn’t apply for pricing. Advertising incorrect pricing or inflated discounts cannot be excused by exaggeration or hyperbole.

Avoid diminishing your deal with disclaimers

If your sale has exclusions, you must state them in a disclaimer that is clear and easy for your consumer to find and read. Make sure your disclaimers don’t significantly diminish your offer, or hide important information.   

Substantiating absolute and implied claims

Absolute or direct claims like “We Are The Cheapest” or “Biggest sale ever” need comprehensive evidence to support their claims. Implied, indirect and comparative claims such as “Cheaper Than Buying At <competitor name>” require a reasonable foundation upon which they are based.

Product availability

Got stock on back order? At a time when many consumers are purchasing for Christmas gifting, it’s important to be clear on your expected delivery. Make sure you’re realistic with consumers on the delivery timeframes.

It’s equally important that you’re honest about the amount of stock you have in store – implying that stock is limited to encourage urgent purchase is misleading and a breach of the Codes.

Quick tips:

• Make pricing clear
• Avoid overstating discounts
• Support your claims with evidence
• Be honest about product availability
• Don’t hide key information in fine print

Want to learn more?

Our Quick Guide: Misleading Advertising covers our top tips for clearly communicating your deals with your consumers.

Or check out our Business Resource Hub for a curated collection of resources to ensure your ads meet New Zealand’s advertising standards.