The UK’s Advertising Standards Authority (ASA) is reportedly set to tell online retail giant Amazon that its adverts for the Prime service must not include claims for next-day delivery guarantees.

According to reports published by UK newspapers including The Times and The Guardian, the ASA is responding to complaints from customers regarding late deliveries in the Christmas run-up.

It has been reported that the ASA will rule that Amazon’s claims to be able to operate an “unlimited one-day delivery” service are misleading in the case of some items.

“[A] significant proportion of Prime-labelled items were not available for delivery the next day … because consumers were likely to understand that, so long as they did not order too late, all Prime items would be available for delivery the next day … we concluded that the ad was misleading,” the ASA’s ruling will say, according to the Times.

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