Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.


“Premier” claims are similar to “No.1” claims and therefore the ASA and CAP tend to interpret them as being equivalent to “best-selling” claims or, where that is not relevant to the nature of the service being advertised, as objectively superior or leading in some other way (Intermedia Publishing Ltd, 4 August 2004 and Bradleys School of Motoring, 30 January 2013).

However, in some circumstances, the ASA and CAP may regard “premier” claims as subjective and treat them in the same way as unqualified “best” claims. In 2011, the ASA held that, when it was considered in the context of the services offered by the advertiser, a claim to be the “UK’s Premier Modelling Advice Service” was likely to be understood by consumers as an expression of the advertiser’s opinion of the quality of their advice, and was therefore a subjective claim that was not capable of substantiation (Model Advice Ltd, 12 October 2011).

See Types of claims: “No.1” and Types of claims: “Best”.


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