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.
Marketers, especially those whose sales are largely or exclusively via the Internet, often offer goods at prices that exclude delivery charges. If customers can obtain the goods only by paying it, the delivery charge should be included in the price. If, however, customers may collect the good, say from a warehouse or retail outlet, marketers may state the delivery charge in a footnote.
Empire Direct (UK) did not have to include its delivery charge in the quoted price because consumers could collect goods from Leeds, Bradford and Bolton (Empire Direct (UK), 26 February 2003). Marketers should be aware, however, that the ASA may look unfavourably on on-line retailers with only one or a very limited number of collection points.
Time Group Ltd, however, were told that it should include the minimum cost of delivery in its headline price because it either charged a courier delivery charge or a collection charge if consumers wanted to collect their goods (Time Group Ltd, 27 April 2005).
If delivery charges vary according to several factors such as customer location, number of products etc, marketers may give a range of delivery charges.
Last modified : 29 June 2010