Description:
An advertisement for the online learning platform Udemy appeared in the sidebar of the complainant’s Facebook page promoting courses starting ‘as low as $11.99’. When clicking on the ad, the complainant was redirected to the advertiser’s website, where the price was displayed as “Courses as low as CA$14.99.” When clicking on this ad, a subsequent banner indicated “Prices as low as CA$15.99.”
Complaint:
The complainant alleged that the advertisement was misleading, as it presented three different “starting” prices that increased with each click. The complainant contacted the advertiser and was informed that the initial advertised price of $11.99 was in U.S. dollars, the platform’s default currency.
Response:
Although Ad Standards requested a response, there was no response sent to Council.
Decision:
Council reviewed the complaint in light of the screenshots provided by the complainant. Council noted that the English-language advertisement appeared on a Facebook page of a Canadian user whose page was otherwise in French, and was therefore understood to be directed at a Canadian audience. Council agreed that in that context, consumers would reasonably assume the price as being in Canadian dollars. However, the initial price of $11.99 was presented without any indication that it was in U.S. dollars.
Council further noted that, beyond the currency discrepancy, the fact that the advertised “starting price” for the courses increased at each step was misleading.
Accordingly, Council unanimously determined that the advertisement contained inaccurate misleading claims, contrary to Clause 1(a) of the Code. Council also determined that the failure to identify that the initial price was stated in US dollars contravened Clause 3(c), which requires that prices quoted in Canadian media, other than in Canadian funds, be clearly identified.
Infraction:
Clause 1(a) and Clause 3(c)
