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ASA Adjudication on Noisy Neighbour Solutions Ltd

Noisy Neighbour Solutions Ltd

30 Peel House
The Down
Altrincham
Cheshire
WA14 2PX

Date:

18 April 2012

Media:

Internet (on own site)

Sector:

Business

Number of complaints:

1

Complaint Ref:

A11-181188

Ad

The website for a soundproofing company, www.noisyneighboursolutions.co.uk, visited in December 2011, stated "Chief acoustic engineer Tom Smith, Over 40 years experience, Incorporate member of the Chartered Institute of Building". Below the text was the Chartered Institute of Building (CIOB) logo.

Issue

The complainant challenged whether the claim "Incorporate member of the Chartered Institute of Building" was misleading and could be substantiated.

CAP Code (Edition 12)

Response

Noisy Neighbours Solutions supplied us with a copy of a certificate from the Chartered Institute of Building which stated "Thomas James Smith was admitted as an Incorporate of the Chartered Institute of Building on the 31st day of March 2004 and is entitled to use the designation ICIOB".

Assessment

Upheld

The ASA spoke to the Chartered Institute of Building. They told us that Thomas James Smith had once been an Incorporate but that his membership was no longer valid. Because of that, we concluded that the claim had not been substantiated and was misleading.

The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), and 3.50 (Endorsements and testimonials).

Action

The ad must not appear again in its current form.

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