ASA Adjudication on 24 Hour London Locksmith Master
24 Hour London Locksmith Master
Address unknown
Date:
15 August 2012
Media:
Internet (on own site)
Sector:
Business
Number of complaints:
1
Complaint Ref:
A12-192628
Ad
A website for 24 Hour London Locksmith Master, www.24-hour-london-locksmith-master.com, was headed "24 Hour London Locksmith Master For All Your Security Needs!" The home page featured the logo of the Master Locksmiths Association at the top of the page.
Issue
The Master Locksmiths Association, who said the advertisers were not members of their association, objected that the use of their logo on the website was misleading.
CAP Code (Edition 12)
Response
24 Hour London Locksmith Master did not respond to the ASA's enquiries.
Assessment
The ASA was concerned by 24 Hour London Locksmith Master's lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.
Upheld
The website featured the logo of the Master Locksmiths Association (MLA), and the ASA understood from the MLA that 24 Hour London Locksmith Master were not members of their organisation. We concluded that their use of the logo was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.50 (Endorsements and testimonials).
Action
The ad must not appear again in its current form. We told 24 Hour London Locksmith Master to remove the MLA logo from their website, and not to use logos that stated or implied membership of organisations, unless they held documentary evidence that this was the case. We referred the matter to CAP's Compliance team.
