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Used car website ordered to include 'non-optional charge' in its prices

A used car dealer’s website has been banned from using an advert after failing to include a mandatory “buyers’ fee” in its quoted prices.

The Advertising Standards Agency ruled that the Kent based Bapchild Motoring World must remove its web-site and include the £142.30 fee in its headline prices in future.

A complainant took issue with the site’s home page after noting that it featured a number of models accompanied with their starting prices.

Only after following links to detailed product pages did text at the bottom of each page state "All cars sold are subject to a buyers fee of £142.30".

Bapchild Motoring World told the ASA that they worked closely with Trading Standards and their current form of advertising was done in consultation with them.

But the ASA upheld the complaint, stating: “The CAP Code stipulated that quoted prices must include non-optional taxes, duties, fees and charges that apply to all or most buyers.

“Given that all cars purchased from were subject to a buyers’ fee, we considered that it was a non-optional charge that would be applicable to all buyers, and therefore should be included in the quoted prices on the website.

“However, because that was not the case, we concluded that the pricing information in the ad was misleading.”

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  • Michael Low - 05/01/2016 08:37

    Recently had a poor experience. Car advertised on Auto Trader for £7200 when you want to proceed to purchase the car there is "non negotiable buyers fee" of £196.39 inc VAT added to the total. Not mentioned anywhere in the Auto Trader advert. Reported to Auto Trader, Advertising Standards Authority and Kent Trading Standards.....

  • w elliott - 05/01/2016 15:19

    Does not take a genius to work it out , they would never have the buy in from trading standards as not including the buyers fee in the advertised price falls foul of the Price Marking Order 2004