ASA Adjudication on The University of Plymouth

Ad

A national press ad, for lecturing posts at The University of Plymouth, stated “creativity and innovation … The enterprise university”.

Issue

The complainant challenged whether the claim was misleading and could be substantiated, because he did not believe that Plymouth offered a higher standard of teaching or a more complete syllabus of courses relating to business and enterprise than other universities.

CAP Code (Edition 11)

Response

The University of Plymouth believed the term enterprise was difficult to measure and compare because it could be interpreted in different ways. They believed that it could be argued that the strapline used in the ad was not capable of objective substantiation.  They stressed that they had not intended to claim, as the complainant believed, that Plymouth offered a higher standard of teaching or a more complete syllabus of courses relating to business and enterprise than other universities.

The University of Plymouth nonetheless maintained that the enterprise university was a visionary and inspirational phrase, which reflected their mindset, culture and approach. They said many universities recognised the importance of engaging with businesses and set up Research and Innovation or Enterprise divisions. They said they had a long history of engagement in the field and were now undertaking to make being the enterprise university central to the universitys work. They also sent details of recent instances where, they maintained, the university had demonstrated and gained recognition for its innovation and enterprise focused activities.

Assessment

Not upheld

The ASA noted the complainants objection that the claim related to the standard of teaching or quality of syllabus of the University of Plymouths courses related to business and enterprise. We considered, however, that readers were likely to interpret the claim merely as a generic statement of the universitys ethos and ambition. We therefore concluded that the ad was unlikely to mislead.

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

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)