One Day Only's claim about a discount was misleading, a regulator finds – again

Business Insider SA
  • One Day Only has been found to have misled about the size of a discount it offered – again.
  • The Advertising Regulatory Board said it found a R72 version of the tech product that One Day Only claimed to be selling for a 63% discount – at R149.
  • The specialist site has previously been found on the wrong side of an advertising complaint about the size of its discounts on knives.

Discount retailer One Day Only misled consumers when it claimed to be offering a 63% discount on small device that adds Bluetooth wireless capability to a car radio or home stereo, the Advertising Regulatory Board (ARB) has ruled.

One Day Only's deal in March for what it described as a "Car Hands-Free Bluetooth Aux Audio Receiver" claimed the huge discount on a regular price of R400.

Instead of that, it was selling the same thing for just R149, One Day Only said.

But one consumer complained to the ARB that he had found the same device on another site for the same price (for which it was still selling this week) – and had even found it for R37 less from competitor Takealot, and cheaper still from other online retailers.

See also: One Day Only Offers takes fire for claiming a 85% markdown on knives that wasn't

One Day Only said its buying team had done enough research to accept R400 as a reasonable price for a piece of electronics it found selling with listed prices as high as R522 in South Africa.

But the ARB said it was not good enough to cite a listed price on another website when that website too sells at a discount.

"What the Directorate requires is that the product is in fact sold at some outlets at the listed normal retail price," it said.

While the ARB found what it believed to be the exact same Bluetooth adaptor available for R522, as a direct import, it also found quoted prices as low as R37.80.

See also: We took a closer look at the daily deals at One Day Only and Takealot – and found some dubious discounts

"In the circumstances, it would appear that the only time at which the product has a retail price of R400 or over is if it is imported directly for that sale," the ARB said in its decision.

This is not the first time an advertising regulator has found One Day Only to have misled with its discount claims. In June last year the ARB's forerunner organisation, the Advertising Standards Authority (ASA), said One Day Only's claim of a 85% discount on a set of knives relied on a normal retail price about double what it actually sold for.

The retailer faces no sanction because the Bluetooth audio offer has already expired. But the ABR "advised" it to use its decision as a guide when it sources retail prices in future.

For more, go to Business Insider South Africa.

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