This is the second time Dixons has been criticised

The Advertising Standards Authority (ASA) said that discounts claimed by the retailer on some goods were not based on the latest prices.

Instead the ASA found the savings related to earlier prices for which the product had been sold.

Dixons Group said the adverts were not misleading and complied with ad rules.

Price claims

The adverts for cut price items at Dixons, Currys and PC World contained claims that some items had been reduced in price by 25%.

However, the ASA found the adverts failed to include clear information on how the savings had been worked out.

In response Dixons Group said that the adverts were in line with the Department for Trade and Industry (DTI) code of practice on adverts.

The DTI guidelines state that higher prices quoted in adverts must have been available for at least 28 days in the preceding six months, the advertiser said.

In July 2004 Dixons Group was criticised by the ASA for a similar series of adverts. The ASA expressed concern that the retailer had not amended its practices.