 Sportsdirect.com stores are often branded as Sports World |
Sports Direct's stores have been criticised by the Office of Fair Trading (OFT) for advertising closing down sales and then not closing. The OFT received complaints that Sportsdirect.com, Hargreaves (Sports) Ltd and Gilesports had adverts in their windows for several months. But some of the stores carried on trading or only closed for a short time for refurbishment. The company said it was happy to make its adverts clearer in the future. 'Misleading' Many of Sports Direct's 470 stores around the country are branded as Sports World. They and the Hargreaves and Gilesports chains are part of Sports Direct International, which is majority owned by Newcastle United owner Mike Ashley.  Mike Ashley is also the owner of Newcastle United |
The OFT said the closing down adverts created the "incorrect impression" that the shop was to close permanently and so customers only had a short time to buy products or stock was limited. OFT bosses ruled the promotions were in breach of the Control of Misleading Advertisements Regulations 1988. Sports Direct, which was not fined, disagreed but promised to make adverts clearer in the future. "Consumers searching for bargains should not be misled by claims about closing down promotions," said Mike Haley, the OFT's director of consumer protection. "It is important that advertising accurately reflects traders' intentions to close business premises, and we therefore welcome the positive response from Sportsdirect.com Retail, Hargreaves and Gilesports." A spokesman for Sports Direct International said: "We have been speaking with OFT and are happy to comply with all the findings."
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