Fun Messages Pty Ltd Address Unknown Number of complaints: 1

Date: 20 August 2008 Media: Television Sector: Leisure

Ad
A TV ad for a premium rate text message service.  A voice-over stated "Whats in a name.  It could be everything!  Numerologists and psychologists believe names play an important role in relationships and romance. Find out how it could affect you! Love Rating can predict how compatible you are with anyone".

Issue
The viewer, an academic psychologist, complained that the claim that numerologists and psychologists supported the principles behind the service was untrue and misleading.

BCAP TV Advertising Code:

5.1

Response
The ASA was unable to unable to obtain contact details for Fun Messages Pty or its agency, which was in Australia.

Clearcast said it was clear the service was for entertainment only and the claim was therefore unlikely to be interpreted as scientific fact.

Assessment
Upheld
The ASA noted Clearcasts view that it was clear the service was for entertainment purposes only.  We considered, however, that viewers would infer that the claim had some basis.  Because no evidence was provided to substantiate the claim that numerologists and psychologists supported the principles behind the service, we concluded that the claim was likely to mislead viewers.

The ad breached CAP (Broadcast) TV Advertising Standards Code rule 5.1 (Misleading advertising)

Action
The ad must not be broadcast again in its current form.

Adjudication of the ASA Council (Broadcast)