Ad description
Claims, seen on 26 February 2017, on www.logodesignguarantee.co.uk stated "6 Hour Logos: All logos given within 6 hours, no extra fee ... 6-HOUR Logo service The FASTEST Logo Service Worldwide ALL Logos are given within 6 hours Applies to ALL Logo packages ... Get your logos within 6 hours! No cut off times. No exceptions. Order anytime".
Issue
The complainant challenged whether the claims of a six-hour logo service were misleading and could be substantiated, because their order took over 72 hours.
Response
Logo Design Guarantee did not respond to the ASA's enquiries.
Assessment
The ASA noted Logo Design Guarantee's lack of response and apparent disregard for the Code, which was a breach of the CAP Code (Edition 12) rule 1.7 1.7 Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code. (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.
We considered that consumers would understand the claims " 6 Hour Logos: All logos given within 6 hours", "6-HOUR Logo service", "ALL Logos are given within 6 hours" and "Get your logos within 6 hours! No cut off times. No exceptions" to mean that they would always receive their logos within the stated six-hour timeframe. However, we understood that the complainant's logo had not been delivered 72 hours after making their order.
We saw no evidence to show that all logos were delivered within six hours and therefore considered that the claims had not been substantiated and were therefore 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 all logos would be delivered in six hours if that was not the case. We referred the matter to CAP's Compliance team.
