ASA Adjudication on Rochdale TV

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)