ASA Adjudication on DentaCare Europe Ltd

Ad

An ad on yell.com for Dental Care London gave their address as 10 Stanhope Place, London W2 2HH.

Issue

Stanhope Place Dental Practice challenged whether the ad was misleading, because the address listed in the ad was their own address, and because they believed the advertisers used it to imply that they were located in London.

Investigated under CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness).

CAP Code (Edition 11)

Response

Dental Care London maintained that they did have a practice at the address stated in the ad, but they did not send evidence in support of the claim.

Assessment

Upheld

The ASA acknowledged that Dental Care London had contacted us about the complaint. However, in the absence of any evidence to substantiate the address used in the ad, we considered that the claim had not been proven. We therefore concluded that the ad was misleading.

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

Action

We told Dental Care London not to use the address at 10 Stanhope Place unless they held evidence that their practice was based there.

Adjudication of the ASA Council (Non-broadcast)