The UK Advertising Standards Authority (ASA) says Black Friday promotional ads for John Lewis, Boots and Debenhams misled shoppers by overstating the size of advertised price drops. The ASA review relates to marketing in the lead-up to Black Friday in November. According to the ASA, it did not see evidence that the deals shown in the ads reflected genuine savings compared with relevant prior prices. As a result, the ads are assessed as problematic because consumers may have been led to believe they were receiving larger discounts than were supported by the pricing evidence available to the regulator. The reports describe the ASA’s finding that the advertised reductions were not substantiated in the way required for such promotions. The coverage focuses on the ASA’s determination regarding the claims made in the ads, rather than on broader Black Friday retail practices. The regulator’s action indicates scrutiny of how retailers present discount percentages and savings in time-limited sale promotions.