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Shirt seller collared for 'misleading' ads

AAP logoAAP 16/09/2016 Lisa Robinson

The consumer watchdog has collared an online shirt seller after it cottoned on to the company allegedly misleading consumers with its advertised 'was' and 'now' sale prices.

London-based company Charles Tyrwhitt has been fined $10,800 by the Australian Competition and Consumer Commission after the watchdog decided it made allegedly misleading claims about the savings on men's shirts advertised as being marked down from a "was" price of $160 to a "now" price of $69.

An investigation found nobody had ever bought the shirts at the higher price and it had not been genuinely offered for a reasonable period at that price, the ACCC said.

The watchdog said it considered the "was/now" comparison falsely represented the savings available.

ACCC Commissioner Sarah Court said comparative advertising could be a powerful marketing tool but advertised savings need to be real, truthful and accurate.

"Was/now price representations are likely to be misleading if the products have not been sold at the 'was' price for a reasonable period immediately before the sale or 'now' price is offered," she said.

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