Non-IBD sales channels are usually guilty of deep discounting of bicycles so it's odd to find out about Wirral Trading Standards legal action against In March, a district judge will hear claims that - available on Freeview and satellite channels - added £100+ the 'guide prices' of three bicycles before starting TV 'auctions'. denies the claims.

Shopping channel accused of falsifying prices for bikes

The Liverpool Daily Post reports thats has been accused of "conning people on Merseyside by exaggerating the value of its goods."

If found guilty on March 4th Sit-up Ltd. – owner of the shopping channel – could be fined £5000.

Head of Wirral Trading Standards John Malone said: "Consumers are not the only ones who lose out when people are misled over prices. It impacts on local businesses as well who would be selling the goods.

Sit-up Ltd. faces three charges under the Consumer Protection Act 1987 of giving misleading indications of what the bikes were worth between September 2nd-16th, 2003.

The bikes were a £159 Reflex Shasta, a £149 Timberwolf and a £229 Carnage. Wirral Trading Standards claim started the bikes at guide prices bumped up by £100 per bike.

Christian Haywood, marketing manager of London based Sit-up Ltd, told the Liverpool Daily Post: "The allegations made by Wirral Trading Standards are denied and will be vigorously defended."

Other shopping channels routinely exaggerate guide prices for products sold by mouthy presenters. Two months ago Auctionworldwent nto administration with debts of £14m, owing money and goods to 27 000 customers. The channel had been fined £450 000 by Ofcomfor exaggerating the value of items.

The Advertising Standards Authority has now issued a warning to all television auction channels over misleading guide prices.

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