Misleading Advertising: breaks the UK advertising rules by omitting its geographical address in China, which the ASA considered to be material information, from its UK website

In 2018, the ASA investigated whether the website misleadingly omitted the geographical address of the marketer.  Because the website had a ‘’ address and prices were shown in GBP, the ASA considered that consumers were likely to understand that the advertiser was based in the UK.  The ASA, however, understood that this was not the case and that was based in China.  Because the geographical address of the advertiser was not included in the on the website, the ASA concluded the ad was likely to mislead and therefore breached the CAP Code.  It told not to mislead by omitting material information such as its geographical address from its advertising in future.

The CAP Compliance team contacted to seek compliance with the ruling but, in the absence of a response, took the decision on 19 April 2018 to place its company details on this section of the ASA website.  These details shall remain in place until such time as appropriately amended to ensure compliance with the CAP Code.

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