ASA Adjudication on Rochdale TV
Rochdale TV
Unit Z40
Hastingwood Industrial Park
Wood Lane
Erdington
B24 9QR
Date:
3 March 2010
Media:
Directory
Sector:
Household
Number of complaints:
1
Complaint Ref:
112515
Ad
A directory ad for Rochdale TV, a TV repair company, was headed "ROCHDALE TV" and listed geographical telephone numbers headed "Rochdale" and "Manchester Areas".
Issue
A reader challenged whether the ad was misleading for suggesting the company was based in Rochdale when he believed they were based in Birmingham.
CAP Code (Edition 11)
Response
Rochdale TV did not respond to the ASA's enquiries.
Assessment
Upheld
We were concerned by Rochdale TV's lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded them of their obligations under the Code and told them to respond promptly in future.
Because Rochdale TV did not send evidence to show that they were based in Rochdale, we concluded the ad was misleading.
The ad breached CAP Code clauses 2.6 (Non-response), 3.1 (Substantiation) and 7.1 (Truthfulness).
Action
The ad must not appear again in its current form. We asked CAP to inform its members of the problem with Rochdale TV.
Adjudication of the ASA Council (Non-broadcast)
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