ASA Adjudication on M J S Building Contractors Ltd
M J S Building Contractors Ltd
13 Hanson Industrial Estate
Middleton
Manchester
M24 2HD
Date:
2 April 2008
Media:
Regional press
Sector:
Business
Number of complaints:
1
Complaint Ref:
46268
Ad
A regional press ad for MJS Building Contractors Ltd stated "House Extensions Basement and Loft Conversions ... STILL GOING STRONG AFTER 15 YEARS".
Issue
The complainant challenged whether the claim "STILL GOING STRONG AFTER 15 YEARS" was accurate.
CAP Code (Edition 11)
Response
MJS Building Contractors Ltd (MJS) said they would remove the reference to "AFTER 15 YEARS" from the ad.
Assessment
Upheld
The ASA welcomed MJS's willingness to amend the ad. However, because MJS's date of incorporation was listed on Companies House as 8 February 2005 and because they did not send any evidence to show they had had a trading history for the period of time claimed we concluded they had not substantiated their claim "STILL GOING STRONG AFTER 15 YEARS" and the ad was misleading.
The ad breached CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness).
Action
We told MJS to remove the claim "Still going strong after 15 years" from the ad. We reminded MJS that substantiation was required for all claims made in their ads before publication.
Adjudication of the ASA Council (Non-broadcast)
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