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The Advertising Standards Authority (ASA) and the Committees of Advertising Practice (CAP) have issued a restriction on ads that mislead users on delivery fees. 

It said consumers in parts of the UK, in particular, in parts of Scotland, Northern Ireland, Anglesey and the Isle of Wight, are often subject to additional delivery charges.

The groups are pushing for advertisers to ensure these surcharges are clear from the get-go. Furthermore, it will look to clamp down on firms boasting unconditional UK delivery that in actual fact has  conditions.

The drive has been informed by complaints issued to the body around misleading parcel delivery and surcharge practices. The ASA and CAP have been working in tandem with the UK Consumer Protection Partnership (CPP) to deliver the changes.

Guy Parker, chief executive of the ASA, said: "Companies must honour the delivery claims they’re making or stop making them.  It’s simply not fair to mislead people about whether parcels can be delivered to them, or how much it will cost.”

Advertisers have been issued an enforcement notice to take immediate action in advertising, online and off. Those that fail to comply will be referred to Trading Standards, via the ASA.

Shahriar Coupal, director of CAP, said: “Our Enforcement Notice action makes very clear that advertisers must not mislead consumers by promising ‘free’ or ‘UK’ delivery when it turns out that delivery is not free or the item won’t be delivered if you live in certain parts of the UK.”

Most recently the ASA reviewed how food and drink high in fat, salt and sugar (HFSS) are marketed to children, both on TV and online.