ASA Adjudication on Ignite Indian Restaurant

Ad

A regional press ad, for an Indian restaurant, was headlined “Ignite PART OF TASTE OF RAJ GROUP”. Text in a list below included “Voted Best Restaurant in the U.K. ... ".

Issue

The complainant challenged whether Ignite could substantiate the claim that they had been voted "Best Restaurant in the U.K." especially because she believed the restaurant was newly opened.

CAP Code (Edition 11)

Response

Ignite Indian Restaurant (Ignite) acknowledged Ignite had not been voted best restaurant in the UK.  They maintained, however, that Taste of Raj had won an award and that was what the claim referred to.  They said they intended to change the ad.

Assessment

Upheld

The ASA considered the ad implied that Ignite had been voted the best restaurant in the UK.  We noted Ignite did not send any evidence to prove that either Taste of Raj or Ignite had been awarded that accolade.    Because we had not seen any evidence to substantiate the claim, we concluded it was misleading.   

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

Action

The ad must not appear again in its current form.  We told Ignite not to repeat the claim without substantiation.

Adjudication of the ASA Council (Non-broadcast)