1. Upheld

The ASA noted Rising Models said they did not offer work opportunities and that their "Terms of Use" stated that they were not affiliated with any particular modelling agencies. However, we considered the claim "TO JOIN OUR VIP MODEL CLUB FOR A CHANCE TO SIGN WITH A MAJOR MODELING AGENCY" implied that some readers could find work opportunities by joining their VIP Model Club. We considered readers would understand the claim "We have connections with the most ELITE modelling agencies in the country!" to mean that they had working relationships with the UK's leading modelling agencies. We noted eight e-mail addresses and name were submitted, that seemed to refer to modelling agencies. However, in the absence of evidence that demonstrated that these agencies had recent business connections with the advertiser, or that they were considered, by the industry, to be the most elite in the UK, we considered the claim had not been substantiated and concluded that it was misleading.

On this point the ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising) and 3.7 (Substantiation).

2. Not upheld

We noted from the link submitted that sending a text message to 88802 cost senders their normal network rate. We considered this demonstrated that the number was not charged at a premium rate and concluded that the ad was not misleading on those grounds.

We investigated this point under CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising) and 3.7 (Substantiation) but did not find it in breach.