Upheld

The ASA noted Baker Coop believed the website listing had contained additional qualifying text which stated that successful applicants without a CeMap qualification would be required to obtain it through their employers at a cost of £1,195. However, we noted Baker Coop had not provided evidence that this additional text was included in the website ad when it had been viewed by the complainant on 16 October 2011. Furthermore, we noted Baker Coop had not demonstrated that the employment position (with or without the necessary qualification) was genuine. We considered that the headline "Trainee Mortgage Advisor - No Experience Necessary - Up to £28k" alongside the additional information in the ad that was viewed by the complainant, did not make clear that the listed salary did not apply unless CeMap training had been previously obtained or that employees without it would be trained in the qualification by their future employer at their own cost. We therefore concluded that the ad was misleading.

The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 20.2 (Employment, homework schemes and business opportunities).