Ad description
Claims seen on www.directbooking.org.uk, stated:
"Direct Booking DSA Theory & Practical Test Booking Service ... The quick and easy way to book your test online! Direct Booking provides a quick and easy way to book your driving tests online. To book your practical or theory test online, click on the link below and fill out the form to book your test within minutes. You can search for your nearest test centre and book your official driving tests through our quick and simple booking form. Book a test any time of the day or night through our secure payment system, with the confidence that your booking will go through ...".
Text at the bottom of the page stated "This site is not affiliated with the DSA".
Issue
The complainant challenged whether the website misleadingly implied it represented the official Driving Standards Agency (DSA) website.
Response
E-Marketing Services FZ LLE said their website clearly communicated to consumers the booking service they offered, the types of tests that could be booked through the site and the costs associated with their service. They asserted that a consumer was able to make an informed decision as to whether they would like to use their booking service and take advantage of the extra benefits they offered, or book a test through the DSA.
They said nothing on their site could mislead a consumer into thinking that their website was the official DSA site, and highlighted that text at the bottom of their home page stated "This site is not affiliated with the DSA".
Assessment
Not upheld
The ASA considered that the claims "DSA Theory & Practical Test Booking Service" and "Direct Booking provides a quick and easy way to book your official driving tests online ... click on the link below and fill out the form to book your test in minutes" suggested that Direct Booking was a third-party agent who would manage and simplify the booking process for DSA theory and practical tests. Similarly, we noted that text at the bottom of the home page stated "This site is not affiliated with the DSA", and that the DSA logo was not displayed anywhere on the site. We also noted that the website address was "org.uk", not "gov.uk", and considered that most internet users who visited the site would be aware that it was not the official Directgov website because of that.
We also noted that when a consumer clicked on either "Book DSA Theory Test" or "Book DSA Practical Test" the proceeding web page included an information box entitled "Test Fee" which stated the cost of the test and the company's administration fee. Text in that box stated "If you do not wish to pay our administration fee you can book your test with the DSA". The word DSA was linked to the official Directgov site. We therefore concluded that the website did not misleadingly imply that it represented the official DSA website.
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),
3.9
3.9
Marketing communications must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.
and
3.10
3.10
Qualifications must be presented clearly.
CAP has published a Help Note on Claims that Require Qualification.
(Qualification), but did not find it in breach.
Action
No further action necessary.
