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The ASA issued its new guidelines on December 21 asking that non-optional and optional fees to be made clear where estimates are published.

At the time the watchdog said: “We recognise that advertisers may need some time to implement any necessary changes.” If a complaint is made the ASA could investigate from “the beginning of March onwards”.

The ASA said it is “unlikely to expect specific information about how fees are calculated to accompany every guide price”, but “such information (and how to access it) should be clear to consumers”.

Including only the information in terms and conditions is “unlikely to be acceptable”, the ASA said.

Auction Technology Group, parent company of the Gazette, is in ongoing discussions with the Committee of Advertising Practice (CAP, which is the ASA’s sister body) with regard to how these new guidelines impact thesaleroom.com, advertising in the Gazette and printed catalogues. It will be communicating its understanding of the guidelines by the last week of February.