![]() The ASA said the ad was also misleading for not saying that a subscription to Amazon Prime cost £79 a year or that the charge for Amazon Prime Instant Video was £5.99 a month. ![]() “We concluded the ad was likely to mislead.” It said: “We did not consider that it was sufficient to include the information about the automatic paid subscription in the small print of the ad only and therefore did not consider that that information was sufficiently prominent to make clear the extent of the commitment consumers must make to take advantage of the offer. The Advertising Standards Authority (ASA) said a paid subscription starting automatically at the end of the trial was a commitment and a significant condition of the “free” offer, and should therefore be made clear to consumers. They said it was common practice for free trials for services to convert to a paid subscription unless cancelled, and that consumers would understand and expect that they had to cancel within the free period if they did not want to start a paid subscription. ![]() Amazon Europe said the ad repeatedly said the “free” element of the trial was time-limited and, on all but one of the occasions on which the word “free” was used, it was preceded by “30-day”.
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