Combat Survival Inc t/a Commando Krav Maga PO Box 2414 Richmond Hill Ontario Canada L4E 1A3 Number of complaints: 1

Date: 22 October 2008 Media: Magazine Sector: Leisure

Ad
A magazine ad, for a martial arts training camp and instructional DVDs, was headlined "COMMANDO KRAV MAGA  THE MOST DEVASTATING ISRAELI FIGHTING SYSTEM!".  Text below stated "MONI AIZIK  *Ex-Israeli Special Forces Commando  *World Renowned Combat Expert  *Counter Terrorism Expert  *Instructor to No Holds Barred World Champions".

Issue
Central London School of Krav Maga challenged whether the claims that Moni Azik was an "Ex-Israeli Special Forces Commando" and a "Counter Terrorism Expert" could be substantiated.

The CAP Code:

3.1;7.1

Response
Commando Krav Maga said documents that related to Moni Aziks military experience and counter terrorism expertise were considered classified by the Israeli military and were not readily available.  They said members of highly specialised units were not permitted to specify which unit they had belonged to or the duties they had performed; to do so would break the military code of conduct.

Assessment
Upheld
The ASA noted CAP Code clause 3.1 said advertisers must hold evidence before making claims, which should be sent without delay if requested by the ASA.

Because we had not seen evidence that Moni Azik was an "Ex-Israeli Special Forces Commando" and a "Counter Terrorism Expert" we concluded that the ad was misleading.

The ad breached CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness).

Action
The ad must not appear in its current form.  We told Commando Krav Maga not to repeat the claims.

Adjudication of the ASA Council (Non-broadcast)