JERSEY internet company Play.com has been found to have breached the UK advertising code for the second time in 12 months.

In a statement released this week, the Advertising Standards Authority says the Jersey firm made claims about recommended retail prices that they were not able to back up.

The complaint about a national press advert was raised by Kent production company Diverse Music. In the advert, the Jersey firm claimed to be selling albums by Glasvegas, Roots Manuva, The Automatic and The Verve at up to half price, compared to the recommended retail price of £15.99.

Play said that they had used the manufacturer’s list price and believed the RRPs quoted in their advert ‘genuinely reflected the prices at which the albums would normally be sold’. The company said that their prices were also ‘mostly consistent’ with those of their competitors and that the advert had been carefully worded to say ‘save up to 50%’, in case the discounts fell short. They say that they have introduced an internal policy to prevent the breach from happening again.