Watch: Boohoo ‘broke ad rules’ with a misleading countdown clock

A BBC investigation has found that the UK retailer, Boohoo, has broken Advertising Standards Authority rules with “misleading” promotions.

We uncovered online fashion giant boohoo breaking the advertising rules with a misleading countdown clock! @stephbreakfast @Mattallwright @FoxNikkiFox @BBCOne @BBCBusiness #watchdoglive pic.twitter.com/Mpya36fEMD

— BBC Watchdog (@BBCWatchdog) December 5, 2018

The BBC’s Watchdog Live recorded promotions on the company’s website that did not end after the countdown clock reached zero.

Time-limited sales put pressure on consumers to buy quickly. Keeping the clock running means the time limit – and the pressure – were false.

Also tonight @BBCWatchdog⁩⁩ — online fashion giant Boohoo broke ad rules with misleading promotions. Fake time-limited sales put unnecessary pressure on shoppers to buy quickly. Join us ⁦@Mattallwright⁩ ⁦@FoxNikkiFox⁩ 8pm ⁦@BBCOne⁩ https://t.co/CYlV7h95we

— Steph McGovern (@stephbreakfast) December 5, 2018

Boohoo said it was never its intention to mislead.