The Advertising Standards Authority (ASA) has taken action as Getir failed to deliver on a promotion that generated a high level of demand.
In November 2022, the rapid grocery delivery firm emailed customers with a promotion that stated “£20 off when you spend £21.”
However, shoppers looking to redeem the deal were told it had been paused and have since complained to the regulator over whether the promotion had been administered fairly.
Getir has since accepted that consumers were not provided with sufficient information regarding the promotion, as the advert did not communicate that it was not available at all times.
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The company said there had been “a miscommunication about the mechanics of the promotion” between its UK-based marketing team and promotional team in Turkey.
Getir said the deal caused “an unexpected demand” that “exceeded” its operational limits as a result of the festive season and World Cup.
At the time, it alerted shoppers that due to high demand the promotion was unavailable, and informed them the following day that it would be available to certain customers for the week.
However, the ASA explained “we considered it was reasonable to expect Getir to have extended the promotion to those who had received the email, as the marketing team had originally intended, to avoid disappointing participants.
“Because they did not honour the promotion, we considered that Getir had not taken all reasonable steps to avoid disappointing participants.”
It concluded: “The promotion had not been administered fairly and that it was likely to have caused participants unnecessary disappointment.”
Getir has said that several processes have since been implemented to ensure that similar disappointment do not occur again.
