The UK’s advertising watchdog has told Xiaomi to be clearer about how it promotes future sales, following complaints about a £1 smartphone offer.
The regulator said it had received 24 complaints from the public after a promotion organised to mark the company’s debut in the UK in November.
Consumers were unhappy that even if they tried to buy a phone as soon as a countdown clock ended, they were told the product was already out of stock.
The Chinese company has not commented.
Xiaomi is one of China’s biggest consumer technology companies and is ranked the fourth biggest smartphone brand by market share, according to a recent report by IDC.