Amazon Misleading “One-Day Delivery” Ad Banned
Amazon has been forced to amend its ‘One-Day Delivery’ advertisement in the UK, after regulators deemed the ad misleading, for not clarifying many Prime items did not support next day delivery.
According to the BBC, UK regulators received 280 complaints from Prime customers, asserting packages did not arrive in the delivery timeframe.
Regulators have since banned the advertisement, affirming it “must not appear again in its current form.”
Amazon claims the “overwhelming majority” of one-day orders did arrive on time, with “extreme weather” last year causing some to be delayed.
In the United Kingdom, Amazon’s Prime service offers next day delivery for £7.99 a month.
The Advertising Standards Authority (ASA) claims Amazon Prime web ads in December wrongly implied that all Prime-labelled items would feature “one-day delivery”.
Amazon claims its website does explain that one-day delivery is “one business day after dispatch”, subject to the time an order was placed.
The UK’s ASA affirms its unlikely customers would find such information, prior to signing up to Prime membership.
As previously reported, Amazon Australia’s Prime offering launched earlier this year, with membership costing A$4.99, before reverting to A$6.99/month after January 31st 2019.
As previously reported, Amazon officially opened its second Australian fulfilment centre in Sydney yesterday.
Amazon Australia asserts it will deploy several new Prime membership features in the coming months.