Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Marketing communications offering consumers the option of buying goods by monthly instalments should make clear if consumers are required to pay a deposit or an optional final payment. It would be unacceptable, for example, to have a headline claim of “The new Model X for only £199 a month” without qualification. Either the headline claim should accurately reflect the offer (e.g. “£199 a month (plus deposit and optional final payment)” or the reference to the deposit (and optional final payment) should be stated in a sub-heading shown together with the headline. Alternatively, the headline claim could be amended to clarify that the £199 a month is only one cost element of the offer (e.g. “Our great hire purchase deal includes monthly payments of £199 a month”) with the body copy explaining the other payments.
Last modified : 18 April 2012