Niantic and Pokemon Go’s Misleading Advertising Led to Breaking the UK ASA Guidance

A Mistake is to Commit a Misunderstanding

It was a blissful and a wonderful day until the UK fans of the biggest mobile game saw the cost of entry for the Safari Zone event happening in Liverpool.

It was said by Niantic that the “general admission tickets will be priced at £12 ($16), and early access tickets will be £18 ($24)”. But, when the buyers were directed to the checkout, a £3/£4.20 charge for ($4/$6) “tax” and a separate £3 ($4) charge for “fees” were added, literally out of the blue.

The laws in the UK state that the cost of products and the services must be shown with the tax included. This led many of the fans to believe that the advertisement was illegal. Many of them threaten to contact the UK’s ASA (Advertising Standards Authority).

Liverpool Tickets are illegally adding on Tax from r/TheSilphRoad

Their guidance (ASA) states that the prices must be shown with the tax included, with the only exception to the rule being for costs to taxpayers who recover VAT. The rule states the following:

“Rule 3.18 of the CAP Code states that ‘quoted prices must include non-optional taxes, duties, fees, and charges that apply to all or most buyers’.”

According to Eurogamer, “The UK Advertising Standards Authority (ASA) has confirmed  it has so far received more than 180 complaints about Pokémon Go’s Liverpool event pricing since tickets went on sale at 8 am this morning.”

Niantic and Pokemon Go acknowledged their mistake and updated the pricing list.

The Safari Zone event in Liverpool will begin on April 17 and will end on April 19. There will be a lot of cool bonuses during this event, so make sure to get a ticket and catch ’em all!

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Dejan Kacurov

Hey there, I'm Dejan! Let me take you through my life, where family, gaming, and CrossFit play prominent roles. Since day one, I've been surrounded by the love and support of my family. Growing up, every moment spent with my parents and siblings was filled with warmth and laughter, creating memories I hold dear. As a parent now, I've experienced a whole new level of love and responsibility. My two wonderful kids bring endless joy and a sense of purpose to my life. In the digital realm, I found my passion - gaming. Whether I'm conquering the world of Apex Legends or embarking on adventures in Pokemon Go, gaming fuels my sense of adventure and competition. Beyond the virtual world, I discovered the exhilaration of CrossFit. The challenging workouts, camaraderie with fellow fitness enthusiasts, and constant drive to push my limits have become an integral part of my life. Balancing family time, gaming, and CrossFit has been a journey of self-discovery. Each passion complements the other, bringing fulfillment and joy to my daily routine.

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