Ad Alert

MoMA Store

Pop-up message touting $10 savings fails to disclose required minimum purchase of $100.


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UPDATE 1/30/18: The MoMA Store, or the MoMA Design Store as it is now known, now discloses on its website the strings attached to the promotion outlined below, namely that the $10 discount for new subscribers is only good “on orders of $100 or more.” Our original ad alert follows.

MoMA does not stand for the Museum of Modern Advertising because, well, that’s not a thing. But a message popping up on webpages for the Museum of Modern Art’s online store could plausibly find a forever home in such a made-up institution — on the floor marked Bad Ads.

As a staffer found out firsthand, despite its seemingly straight-forward message — sign up and save $10 — the pop-up is missing some important information that is revealed only after a shopper has relinquished their email address. The catch is communicated in the subject line of the inaugural email from the MoMA Store:

Welcome [name redacted]! Save $10 on Your Next Purchase of $100 or more!

The staffer had intended to put the $10 discount toward a $55 alarm clock, so the $100 required minimum purchase ruined that plan. Fine print in the email also gave a one-week deadline to use the coupon and listed a number of ineligible items including certain sound speakers, TVs, and a $25,000 Pablo Picasso catalogue. reached out to MoMA for comment. Check back for updates.

Find more of our coverage on museums here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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