Poundland can no longer claim every item costs £1 after complaints upheld

This promotion will have to be removed from Poundland's stores and website. Credit: PA Wire

Poundland can no longer claim every item it sells costs £1 after a watchdog upheld complaints that it sold DVDs and other "special offers" for more.

The poundland.co.uk website's About Us page said its "Everything for £1" claim was "the idea of our founders in 1990 and we're still true to that great vision today".

But three complainants have argued the Willenhall-based company was misleading customers because it sold products for more than £1 and sold CDs and DVDs for £2.

Poundland said the DVD promotion was a trial of a concession with a third party in a small number of stores which was segregated from all other £1 products and clearly priced at £2.

The Advertising Standards Authority (ASA) acknowledged that the discount company sold the majority of its products for £1 and that more expensive items could only be bought from the DVD concession or through the conditional spend promotion.

But it said the website's claims referring to Poundland's £1 "idea of our founders" and "great vision" suggested that every item sold by Poundland cost £1, regardless of whether or not they were sold via a concession arrangement or as a promotion.