Ad description
The website for a soundproofing company, www.noisyneighboursolutions.co.uk, visited in December 2011, stated "Chief acoustic engineer Tom Smith, Over 40 years experience, Incorporate member of the Chartered Institute of Building". Below the text was the Chartered Institute of Building (CIOB) logo.
Issue
The complainant challenged whether the claim "Incorporate member of the Chartered Institute of Building" was misleading and could be substantiated.
Response
Noisy Neighbours Solutions supplied us with a copy of a certificate from the Chartered Institute of Building which stated "Thomas James Smith was admitted as an Incorporate of the Chartered Institute of Building on the 31st day of March 2004 and is entitled to use the designation ICIOB".
Assessment
Upheld
The ASA spoke to the Chartered Institute of Building. They told us that Thomas James Smith had once been an Incorporate but that his membership was no longer valid. Because of that, we concluded that the claim had not been substantiated and was misleading.
The ad breached 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 3.50 3.50 Marketing communications must not display a trust mark, quality mark or equivalent without the necessary authorisation. Marketing communications must not claim that the marketer (or any other entity referred to), the marketing communication or the advertised product has been approved, endorsed or authorised by any public or other body if it has not or without complying with the terms of the approval, endorsement or authorisation. (Endorsements and testimonials).
Action
The ad must not appear again in its current form.
