UK bans Amazon Prime's 'free trial' ad

An offer of a “free trial” of Amazon’s Prime delivery service has been banned in the UK after the watchdog found the online retail giant misled consumers about subscription fees.

The direct mailing sent to consumers with Amazon accounts included a plastic card stating “30-day free trial”, information about the associated Amazon Prime Instant Video and a letter reading: “Dear (recipient’s name), I’m sending you this letter because I want you to know that you are eligible for a free trial of Amazon Prime ... Start your 30-day free trial today and watch as much as you want ... That’s all there is to it ...”