Misleading Advertising: Brilliant Minds Ltd breaks UK advertising rules for making misleading claims on the website.

The ASA challenged whether claims on the site misleadingly implied that students could submit an essay they had bought as their own. The ad included claims “Buy assignments from Essay Mills…With a glowing and proven track record of providing top-notch help with assignments” and references to avoiding plagiarism.

Brilliant Minds Ltd t/a EssayMills did not respond to the ASA’s enquiries.

The ASA reminded Brilliant Minds Ltd t/a EssayMills of its responsibility to respond promptly to its enquiries and to ensure its advertising did not imply that students who used their service could submit an essay they had bought as their own without risk.

The CAP Compliance team contacted Brilliant Minds Ltd but, in the absence of an assurance to amend their website to comply with the ruling, took the decision on 5 May 2023 to place their company details on this section of the ASA website. These details shall remain in place until such time as Brilliant Minds Ltd has appropriately amended to comply with the CAP Code.

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