We all put pressure on ourselves to get in shape in the New Year and whilst we often need a little push to do so, gyms should be warned about trying too hard to sign up new members. The Vauxhall branch of Gym Limited sent an SMS message to customers in April 2012 stating that 30 April 2012 was their ‘last chance’ to re-join the gym for £19.99 per month without being subject to the £20 joining fee. It then sent an email on 29 August stating that members had until midnight 31 August 2012 to re-join the gym for £19.99 per month without being subject to the £20 joining fee. Finally, it sent a further email on 26 September 2012 stating that customers had until midnight 30 September 2012 to re-join for £19.99 per month without being subject to the £20 joining fee and claim a free osteopathic assessment. The gym considered these to be separate and distinct offers which were truly limited in time. The ASA examined these offers in line with CAP Code rule 3.1 (misleading advertising), rule 3.31 (availability) and rule 8.2 (sales promotions) and found that the SMS offer was unlikely to mislead as there was a sufficient length of time between the SMS offer and the first email offer. However, it found that receiving the second email offer to re-join the gym without the joining fee less than one month after the first email offer which purported to expire on midnight 31 August 2012 would be contrary to consumer expectation. The ASA concluded that the first email offer implied an undue sense of urgency that it was the last chance to re-join the gym without the joining fee and that this was misleading. The lesson here for advertisers is to avoid placing undue pressure on consumers to make a purchase by implying that the offer is limited if such an offer becomes available again within a short space of time (here, less than a month later).