Sports Direct: misleading discounts

Published: 14/05/14

Company response

Sports Direct said:

Sports Direct is a consumer champion. We have fought for 30 years to provide UK consumers with great products at great prices.

We take any allegation that we may have breached consumer protection regulation very seriously.

We have written to Watchdog on repeated occasions asking for full details of the relevant products to enable us to investigate properly. Watchdog has not provided the information we requested.

It seems clear, however, that Watchdog has selected only a tiny minority of discounted products from the millions that pass through Sports Direct's retail channels at any one time.

All of this means that it is impossible for us to assess Watchdog's complaint properly, particularly given the 10% rule set out in the BIS Pricing Practices Guide.

We are aware that the Pricing Practices Guide is currently under review and we will of course be monitoring this closely.

What we can say is that ‘up to’ percentage reductions are a tried and tested method of alerting consumers to the best discounts and our labels are clearly marked as such.

We remain committed to bringing exceptional value for money to our customers and ensuring that they continue to get the most competitive prices. We will use the Watchdog investigation as an opportunity to continue to monitor our promotions. This on-going monitoring helps us ensure that our customers continue to receive the exceptional value they have come to expect from Sports Direct.