Ad description

A website for a jobs listing company, u4jobs.co.uk, viewed in February 2012, stated "Partners & Employers" and featured various brand logos.

Issue

The complainant challenged whether the use of the company logos was misleading, because he understood those organisations were neither partners nor employers.

Response

U4jobs did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by U4jobs' lack of response and apparent disregard for the Code, which was a breach of CAP Code rule 1.7 (Unreasonable delay). We reminded U4jobs of their responsibility to respond promptly to our enquiries and told them to do so in the future.

We concluded that, because U4jobs did not send evidence to show that the logos belonged to genuine business partners and they had permission to use the logos, the ad was misleading.

The ad breached CAP Code (Edition 12) rules  3.1 3.1 Marketing communications must not materially mislead or be likely to do so.  (Misleading advertising) and  3.45 3.45 Marketers must hold documentary evidence that a testimonial or endorsement used in a marketing communication is genuine, unless it is obviously fictitious, and hold contact details for the person who, or organisation that, gives it.  (Endorsements and testimonials).

Action

The ad must not appear again in its current form. We referred the matter to CAP's Compliance team.

CAP Code (Edition 12)

3.1     3.45    


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