Ad
Teleshopping broadcasts, on Bid TV, during which presenters stated the prices of available items. For example, in relation to a sterling silver tanzanite and topaz ring, the presenter stated, "… please remember you only pay the price we stop at … just under half a carat of tanzanite for under thirty five, in fact under thirty three … under twenty five …" Various prices appeared prominently on-screen during the presentation and, at the end of the broadcast, text stated "everyone pays £24.97". Text that appeared to the left of the screen throughout the broadcast stated "0.41ct AA Grade Tanzanite & White Topaz Ring, Set In Hallmarked 925 Sterling Silver".
In another broadcast, related to a gold-plated black enamel ring, the presenter stated, "How about thirty … that's it, fiver … five pounds … under four pounds … one pound, go … for a pound, you can't get a kids' plastic sweetie ring for that can you …" Various prices appeared prominently on-screen during the presentation and, at the end of the broadcast, text stated "everyone pays £1.00". Text that appeared to the left of the screen throughout the broadcast stated "Exclusively His 18ct Gold Plated Black Enamel Ring".
Smaller text next to the prices of the items in both presentations stated "GB mainland £7.99 p&p per item". Text at the bottom of the screen, which also appeared throughout the broadcast below a larger phone number, stated "£1.53 per call from a BT landline". Scrolling text, which appeared during the first part of the presentations, included "buying is easy with bid - dial the number - listen to the message - press 1 to confirm your purchase … everyone pays the lowest price".
Issue
The complainants, who had each seen a different teleshopping broadcast on Bid TV, challenged whether the ads were misleading, because they believed the additional costs for postage and telephone calls were not made sufficiently clear
THIS WOULD NEVER BE UPHELD AGAINST ANOTHER CHANNEL. NEVER!.