Unpleasant sanctions for the “was/now” price advertising!

The use of comparison price advertising, one of the most well-known advertising slogans, will have serious repercussions for an Australian Jeweller.
The Federal Court of Australia ordered Prouds Jewellers to undertake corrective advertising. In practical terms the Court ordered to place an A3 sized notice in every Prouds Jeweller store in Australia for at least three months, to publish corrective advertisements in some newspapers, etc...
When the copywriters use this kind of advertsing, they have to make sure that the “was” price had been used for a reasonable period immediately before the ad. If the price diminished slowly, for example from $100 to $50 to $25, it must not be advertised as “was $100, now $25”.Instead, it must be advertised as “was $50, now $25”.
The Prouds Jewellers clearly overlooked this rule.

Sources: http://hwlebsworth.ensoconsultancy.com.au/trade_practices_feb09/was_now_price_advertising.html
http://www.accc.gov.au/content/index.phtml/itemId/822863/fromItemId/621575
Devemie Loïc