Wickes slammed over advert after store bosses offered 50 per cent discount but ...

Wickes is slammed over advert after store bosses offered 50 per cent discount on a kitchen but doubled its price just hours earlier to cancel out the reduction DIY chain Wickes advertised a 'Heritage Bone' kitchen with a multi-buy discount   Advertising Standards Authority upheld complaints that it was misleading  ASA noted that Wickes had increased the price of units the day of promotion 

By Henry Martin For Mailonline

Published: 00:01 BST, 5 June 2019 | Updated: 09:04 BST, 5 June 2019

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An advert for 50% off a Wickes kitchen has been banned after the retailer effectively cancelled out any savings by doubling prices the same day. 

The DIY chain advertised the Heritage Bone showroom kitchen on its website in August and September starting at £2,086, including a multi-buy discount of 50% off for customers who bought five or more units and 50% off installation.

The Advertising Standards Authority noted that Wickes had significantly increased the price of individual units on the day of the promotion, in one example raising the cost of a unit from £159 to £318, 'effectively cancelling out any saving'.

Similar price increases occurred on every unit across each range.

Wickes advertised the Heritage Bone showroom kitchen on its website in August and September starting at £2,086 (pictured: Heritage Bone Matt-in-Frame Shaker Kitchen)

Wickes advertised the Heritage Bone showroom kitchen on its website in August and September starting at £2,086 (pictured: Heritage Bone Matt-in-Frame Shaker Kitchen)

Trading Standards rules make it clear that retailers must have previously sold a significant number of units at a certain price to be able to legitimately reference the original price

Trading Standards rules make it clear that retailers must have previously sold a significant number of units at a certain price to be able to legitimately reference the original price

The ASA upheld six complaints, including one from consumer group Which?, that the promotion misled customers.

Which? objected that Wickes raised the list price of its kitchens before or around the time of the sale, which meant the sale price was the same as it had been prior to the increase.

The watchdog also complained that the multi-buy offer may have made consumers feel rushed to buy, assuming it would end, when the offer or an equivalent had been running for a long time.

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