Amazon hit by ASA ruling for 'misleading' Amazon Prime ad
Amazon has been rapped by the Advertising Standards Authority (ASA) for a misleading direct ad promising a free trial for its Prime video service.
Six people complained to the watchdog that Amazon did not state what the cost of the service would be or make sufficiently clear that a paid subscription would automatically start if not cancelled during the free trial.
Amazon defended the ad and said though it is no longer running that the stipulations for taking up the trail were detailed in the direct mail. The retailer added that the ad gave those customers interested in taking up the 30-day free trial an option to "learn more" by visiting the listed web link.
However, the ASA said it did not feel that it was sufficient to include the information about the automatic paid subscription in the small print of the ad only, and neither had it done enough to make the costs of the service clear.
The ad must not appear again in its current form.