ASA Adjudication on e-CVs.net

Ad

A Google sponsored link offered a “Free Instant CV Builder” online.

Issue

The complainant objected that:

1. there was a charge for downloading a CV; and

2. the ad did not make it clear that creating a CV using the website would mean the  CV was available for recruiters to view.

CAP Code (Edition 11)

Response

e-CVs.net did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by e-CVs.net's lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.

Because e-CVs.net did not provide evidence that showed there was no charge for their CV service, we considered that their claim was not justified and we told them to make clear in future ads that creating a CV using the website would mean the CV was available for recruiters to view. We concluded that the ad was misleading.

The ad breached CAP Code clauses 2.6 (Non-response), 7.1 (Truthfulness), 27.4 (Introduction), 32.1 (Free Offers and Free Trials) and 34.1 (Significant Conditions for Promotions).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)