Ad description
The website www.logodesignguarantee.co.uk, a design service, stated "Logo Design Guarantee … Hand-Drawn Creativity … Only 100% Custom Made".
Issue
The complainant, who understood some designs were stock images, challenged whether the claim "Hand-Drawn Creativity … Only 100% Custom Made" was misleading and could be substantiated.
Response
Logo Design Guarantee did not respond to the ASA's enquiries.
Assessment
Upheld
The ASA was concerned by Logo Design Guarantee'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 provide a substantive response to our enquiries and told them to do so in future.
We considered that consumers were likely to understand the claim "Hand-Drawn Creativity … Only 100% Custom Made" to mean that customers who ordered a design would have been provided with a unique product. However, we understood that the complainant was supplied with designs that included stock images and therefore did not appear to be hand drawn, custom made products. Because we had not seen evidence that all Logo Design Guarantee's designs were hand drawn and custom made, we concluded 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 3.7 3.7 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation. (Substantiation).
Action
The ad must not appear again in its current form. We told Logo Design Guarantee not to claim that their products were hand drawn, custom made if that was not the case. We referred the matter to CAP's Compliance team.
