Sports Direct slammed for tricking customers over ‘big saving’ on Puma Arsenal shirt

SPORTS Direct has been rapped by watchdogs over a “misleading” online advert that claimed ­shoppers could save almost £18 on an Arsenal shirt.

The High Street giant, owned by Newcastle United boss Mike Ashley, said on its website that the £42 offer was a big saving on the recommended retail price of £59.99.

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But a shopper complained to the Advertising Standards Agency, saying the Puma Arsenal shirt had never been sold by the Sports Direct ­website at the higher price.

Defending itself, the firm said clubs, kit makers and rival retailers regularly sold these types of shirts for between £55 and £65.

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But the ASA ruled that the advert was “misleading” because customers would think that £59.99 was the price at which the kit was usually sold on Sportsdirect.com.

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An ASA spokesman said: “The ad must not appear again in its current form.

“We told Sportsdirect.com to ensure that they made clear the basis of savings claims in future advertising.”

It comes after Mr Ashley was slammed earlier this month for treating staff badly at the main Sports Direct warehouse.