ASA Adjudication on JM Builders
JM Builders
4 Biggar Road
Edinburgh
EH10 7BQ
Date:
21 October 2009
Media:
Magazine
Sector:
Business
Number of complaints:
1
Complaint Ref:
100392
Ad
A magazine ad for a building company was headed "JM BUILDERS Property Development and Maintenance". Logos for the "The Federation of Master Builders", "The European Confederation of Builders" and "Fairtrades" were included in the ad.
Issue
The complainant challenged whether the advertisers were registered with the organisations whose logos featured in the ad.
CAP Code (Edition 11)
Response
JM Builders did not respond to the ASA's enquiries.
Assessment
The ASA was concerned by JM Builders' lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded JM Builders of their responsibility to respond promptly to our enquiries.
Because JM Builders did not send evidence to show they were registered with the organisations whose logos featured in the ad, we concluded the ad was misleading.
The ad breached CAP Code clauses 2.6 (Non-response), 7.1 (Truthfulness) and 14.7 and 14.8 (Testimonials and endorsements).
Action
The ad must not appear again in its current form.
Adjudication of the ASA Council (Non-broadcast)
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