Data Protection Consulting

Since the beginning of 2011 the Advertising Standards Authority has been responsible for policing marketing claims on websites.

In a recent ASA adjudication a driving school had been challenged to support its pupil driving test pass rate quoted on the website.  Unfortunately the driving school produced evidence over a one year period only and there was no external verification of the pupil passes.  The complaint was upheld and the lack of external supporting evidence was a factor in the decision. 

If the ASA notifies your organisation of a complaint it is critical to put resource behind your response if you want to win the case.  Alternatively a good strategy is to simply agree to withdraw the ad or change the wording so as to avoid the management time that needs to be spent on these issues.