Ad description

An ad on a job listings website placed by Morson International, seen on 8 November 2017, stated “Lead Systems Engineer £45-51 p hour | Templecombe | Contact/Interim… A client of ours is seeking a Lead Systems Engineer to provide additional IVVQ support at subsystem level… Ref no: 100424-134070AMK_547840015”.


The complainant, who did not believe the vacancy was genuine, challenged whether the ad was misleading.


Morson International provided evidence via screengrabs from their internal applicant tracking software. They provided the job specification from their intermediary client, on whose behalf they were recruiting, which detailed the job title, maximum hourly pay rate, location, start date and length of contract for the position. Morson International also provided details of the interview date of the successful and unsuccessful candidates, and communication logs with the client and successful candidate throughout the recruitment process, in which they liaised about the interview, job offer and new starter information.


Not upheld

The ASA considered that consumers would expect the ad to be a genuine job listing for a vacancy that would lead to employment in the role described if their application was successful. Documentary evidence relating to the advertised role had been provided by Morson International which demonstrated that two candidates were interviewed during the application process and that the role had subsequently been filled by the successful applicant. We therefore considered that the advertised role was genuine. For that reason, we concluded that the ad was not misleading.

We investigated the ad under CAP Code (Edition 12) rules  3.1 3.1 Marketing communications must not materially mislead or be likely to do so.  (Misleading advertising),  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) and  20.2 20.2 Employment marketing communications must relate to genuine vacancies and potential employees must not be asked to pay for information.
Living and working conditions must not be misrepresented. Quoted earnings must be precise; if one has to be made, a forecast must not be unrepresentative. If income is earned from a basic salary and commission, commission only or in some other way, that must be made clear.
 (Employment, homework schemes and business opportunities), but did not find it in breach.


No further action required.

CAP Code (Edition 12)

20.2     3.1     3.7    

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