ASA Ruling on JDI Backup Ltd
JDI Backup Ltd t/a MyPCBackup
Unit 6 Fulcrum 2
19 June 2013
Internet (on own site)
Computers and telecommunications
Number of complaints:
A website for a cloud storage service, www.mypcbackup.com, stated, "Devices per user: 1 to ∞".
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)
MyPCBackup did not respond to the ASA's enquiries.
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.
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).
The claim must not appear again in its current form. We referred the matter to CAP's Compliance team.