ASA Adjudication on Roofline Windowline Design Limited

Ad

A regional press ad for windows and conservatories claimed “With over 14 years experience.”

Issue

The complainant challenged the claim "With over 14 years experience."  

CAP Code (Edition 11)

Response

Mr Warden from Roofline Windowline Design Limited (Roofline) verbally stated that the company had been in existence for 7 years under a different name.  Mr Warden said he had removed the claim "With over 14 years experience" from the ad.  He said he had 15 years of experience in the roofing industry and offered to amend the ad to state instead "35 years of experience in the industry" based on his and his partners experience.  Mr Warden agreed to send substantiation for his amended claim.

Assessment

Complaint upheld

The ASA noted that Roofline had agreed to withdraw the claim but was concerned by their lack of substantiation for the original and amended claim. We reminded Roofline of their responsibility to respond promptly to our requests and provide documentary evidence of their claims.  

The ad breached CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness).

Action

We told Roofline to ensure the claim "With over 14 years experience" was removed and not to make claims in future unless they could provide appropriate substantiation.