The encyclopedia · Advertising & PR · Marketing decision · 2026
Outnorth's '25% on a purchase' SMS was really two items at 699 kr each
Outnorth's member SMS promised '25% on a purchase' — the discount only applied when buying two items of at least 699 kr each. RO ruled it misleading.
Outnorth AB · 2026-06-30
What happened
Outnorth sent members an SMS: 'Member offer: Get 25% on a purchase! Applies if you are or become an Outnorth Member. Shop here: sms.outnorth.com/25-se.'
The click-through link revealed the small print: the discount only applied when buying two items of at least 699 kronor each.
A complainant argued the headline '25% on a purchase' read as an unconditional discount. Outnorth conceded the marketing could be misinterpreted, admitted it had 'failed in routine' over SMS clarity, and said it would tighten its internal policy.
The Reklamombudsmannen assessed the SMS on its own and found the average consumer would read 'Get 25% on a purchase!' as the discount applying without conditions. With the decisive terms buried on the linked page, the ad was held misleading under Article 5 of the ICC Marketing Code.
Why it happened
- The headline promised '25% on a purchase' with no condition, while the real terms — two items at 699 kr each — lived only on the clicked page
- Each advertising unit is judged alone, so burying the condition in the link did not rescue the SMS
- Outnorth admitted the routine failure but the correction came after the claim had already misled
The lesson
A headline like '25% on a purchase' promises an unconditional discount. When the real terms are two items at a minimum spend, the headline is the misleading ad — the linked page does not fix it.
Aftermath
The Reklamombudsmannen found the SMS misleading under Article 5 of the ICC Code. Outnorth acknowledged the routine failure and committed to clearer member-offer terms, but the post-hoc correction did not excuse the violation.
Sources
spotted an error? The club wants to know.
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