ASA Adjudication on Beef Registrations

Ad

A national press ad, for a cherished numbers company called Beef Registrations, stated “Established 1990”.

Issue

British Car Registrations challenged whether Beef Registrations could substantiate the claim.

CAP Code (Edition 11)

Response

Beef Registrations said they had been in business since 1990 and had records of a significant transaction that took place that year. They said they would send a copy of an invoice to prove the transaction but failed to do so.

Assessment

Upheld

The ASA noted Beef Registrations assertion that they had records of a transaction that took place in 1990. However, because Beef Registrations had not sent documentary evidence, we concluded that they had not substantiated that they were established in 1990.

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

Action

We told Beef Registrations not to use the claim in future.

Adjudication of the ASA Council (Non-broadcast)