ASA Adjudication on Surepass Rider Training Ltd

Ad

A leaflet for a motorcycle rider training centre was headed "SUREPASS RIDER TRAINING". Text stated "Plymouths [sic] only dedicated training school with the most qualified and advanced instructors".

Issue

West Country Rider Training challenged whether the claim "Plymouths [sic] only dedicated training school with the most qualified and advanced instructors" was misleading, because they believed it implied the advertiser was the only dedicated training school in Plymouth.

CAP Code (Edition 11)

Response

Surepass Driver Training Ltd (Surepass) said that the brochure did not state that they were the only purpose-built training school in Plymouth, but that they were the only purpose-built training school with advanced instructors. They said that although West Country Rider Training had a purpose built school they did not have advanced instructors and the claim was therefore true.

Assessment

Not upheld

The ASA noted Surepasses comments. Because they were the only dedicated training school with advanced instructors, we considered they had substantiated their claim "Plymouths [sic] only dedicated training school with the most qualified and advanced instructors" and concluded the ad was not misleading.

We investigated the ad under CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) and 19.1 (Other comparisons) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)