Homebase has been taken to task by the ad watchdog for failing to prove that a product had previously sold at the 'normal price' stated.
The retailer had offered a lawnmower at a discounted price, with a shelf label stating: 'Take an extra 15% off ... Today you pay £118.99 ... Normal price £139.99'. But someone complained to the Advertising Standards Authority (ASA) that the product had been advertised for £111.99 for a few weeks prior to the sale and that the price had been increased to £139.99 a few days before.

He therefore thought it was misleading to claim that the normal price was £139.99.

Homebase explained that the product had been introduced on January 1 2015 at £139.99 and remained at that price until February 9. It then went on promotion at £111.99 until March 31, after which it reverted to £139.99.

The retailer also said it had run a 15%-off-everything event on February 14 and 15 and over Easter, which was when the mower was available for £118.99.

However, the ASA noted that before Easter the product had been offered at £139.99 for less time than it had been available at £111.99 or less. It also found that between January 1 and February 9 Homebase had not sold any of the mowers at the £139.99 price tag, although lots had been sold during the promotional period.

The ASA therefore decided that £139.99 wasn't Homebase's usual selling price for the product, despite the fact that it had applied for two days before the Easter sale. It said the ad was misleading and told Homebase to make sure it could show that its 'normal prices' represented the price at which their products were usually sold.