ASA Adjudication on Registration Transfers Ltd

Ad

A press ad, for car registrations, stated "Call us for our PRICE PROMISE on any number advertised anywhere".

Issue

British Car Registrations, who said they held registrations that were not available to Registration Transfers, challenged the implication that Registration Transfers could supply all registrations.

CAP Code (Edition 11)

Response

Registration Transfers Ltd (Registration Transfers) said they accepted that the wording in their ad could be misunderstood. They said the message they intended to convey was that they would offer a price promise on any number that they advertised. They said they would be willing to revise their advertisements to remove any ambiguity.

Assessment

Upheld

The ASA noted Registration Transfers could not sell registrations held by the complainant, British Car Registrations. We considered that, because the wording of the ad implied Registration Transfers' price promise applied to every registration in the UK, the ad could mislead. We welcomed Registration Transfers' assurance that they would amend their ad.

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

Action

The ad should not be published again in its current form.

Adjudication of the ASA Council (Non-broadcast)