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ASA Adjudication on JDI Backup Ltd

JDI Backup Ltd t/a MyPCBackup

Unit 6 Fulcrum 2
Solent Way
Whiteley
Hampshire
SO15 7FN

Date:

19 June 2013

Media:

Internet (on own site)

Sector:

Computers and telecommunications

Number of complaints:

1

Complaint Ref:

A13-226451

Ad

A website for a cloud storage service, www.mypcbackup.com, stated, "Devices per user: 1 to ∞".

Issue

The complainant challenged whether the claim on the website was misleading because he understood that to install the software on multiple devices one had to purchase the premium product.

CAP Code (Edition 12)

Response

MyPCBackup did not respond to the ASA's enquiries.

Assessment

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

Upheld

We considered that consumers would understand from the claim "Devices per user: 1 to ∞" that the software could be installed on an unlimited number of devices at no extra cost. We understood from the complainant's experience that in order to install the device on multiple products one had to purchase the premium product. Because this information contradicted the claim, we concluded that the claim was misleading.

The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising), 3.9 (Qualification) and 3.17 (Prices).

Action

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

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