The Advertising Standards Authority of South Africa has ruled that Takealot advertising on Facebook misled a customer regarding the pricing of products.

The advert in question advertised DKNY Golden Delicious EDP 50M for R369 but upon purchasing the perfume the complainant found that the price was R200 more than what was advertised.

Upon querying the price difference with Takealot the complainant was told that the retailer was not responsible for the advertising that appears on third-party platforms.

“When the Complainant disputed the veracity of the Respondent [Takealot] advice, the Respondent referred her to its terms and conditions exempting it from liability emanating from its own advertising,” the ASA said in its ruling.

This is not the first or second time Takealot has been brought to the ASA for its advertising but the third time.

In January 2018 the ASA ruled that Takealot had to remove misleading advertising for an air fryer and was to “refrain from using the disputed advertising again in its current format.”

The Directorate of the ASA mirrored statements made in January in its latest ruling.

“The reality is that it is the Respondent who benefits from the traffic flow to its website, and the Respondent who must take responsibility for the actions of the third party advertiser – in much the same way as an advertiser cannot hide behind the defence that their advertising agency made a mistake,” the ASA said.

Takealot has once again been told that it may not use the advertising for the perfume again in its current format.