The Advertising Standards Authority (ASA) has today revealed that it has referred the broadcaster Sit-Up Ltd to Ofcom for consideration of statutory sanctions following repeated breaches of the Broadcast Advertising Code.
Sit-Up Ltd is the licensee for three free-to-air teleshopping channels, with Bid and Price Drop both being referred.
Since January 2012 there have been 27 ASA rulings against Sit-Up Ltd, with misleading price claims and misleading product descriptions being revealed as the two main problems.
ASA chief executive Guy Parker said: “In a live TV auction, where presenters make high-pressure, time-limited offers, it’s crucial that viewers are given accurate information. Sit-Up Ltd has been given ample opportunity to address its compliance failings but hasn’t done so. Our referral to Ofcom sends a clear message that companies who don’t deal fairly with consumers will face consequences.”
Ofcom has confirmed that it has accepted the referral by the ASA.