Mathem faces strong criticism for advertising its discounts.
The company Mathem was founded in 2006 and has since offered home delivery of daily goods to its customers. The company is established in Stockholm, Gothenburg and Malmö.
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The Swedish Consumer Agency’s criticism of Mathem: The customer is “misled”
Now the Swedish Consumer Agency (KO) is criticizing one of the company’s advertising mailings.
The organization calls the ad “deceptive marketing of discount offers”. The criticism has been raised by KO after several customers reported Mathem.
In one of the customers’ reports, the following is stated:
“Received an addressed advertisement from Mathem in the letterbox. On the front side of the note it said “Price-pressured goods and 150 kroner discount” and on the back (after a shorter advertising text) “You get a discount of 150 kroner when you buy goods for at least 800 kroner”. I placed an order and entered the discount code at checkout. I then received a message that I have “received” a discount of SEK 150 that I can use on the NEXT order. No such conditions were specified on the mailing with the discount code.
The Swedish Consumer Agency, which agrees with the customer’s criticism, assesses that the customer is “misled” regarding the “favorability of the offer regarding special price advantages”.
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Photo: Janerik Henriksson/TT.Mathem responds: “Temporary technical bug”
Now the organization demands that Mathem fix the advertising.
News24 has come into contact with Mathem, which regrets the customers’ reports. The criticism from the Swedish Consumer Agency is in fact about a “technical bug”, according to the company.
– All our customers who used the current discount code have received the discount we promised in connection with the purchase, i.e. an individually tailored discount for purchases of SEK 800 or more, says Lotta Olofssonpress contact at Mathem, to Nyheter24, and continues:
– However, due to a temporary technical bug, it seems that this was not communicated clearly enough in our payment flow, which unfortunately has led to some misunderstandings.
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Photo: Carl-Olof Zimmerman/TT.”Sorry for the lack of clarity”
The Swedish Consumer Agency writes the following regarding the case:
“A price statement is normally the single most important factor that a consumer takes into account when making a business decision. According to the Swedish Consumer Agency, a misleading price statement is therefore almost always considered to influence a recipient to make a well-founded business decision.”
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According to Mathem, their advertising is not misleading.
– We regret the lack of clarity and take it as an important lesson for future campaigns, says Olsson to Nyheter24.