Ad description
A website for British Dissertation Help, www.britishdissertationhelp.com, an essay writing service,, seen in February 2023, included a page headed “Assignment Help Scotland” below which was a section titled “Accomplish Maximum Grade [sic] with us: The premium Assignment help Scotland” with text underneath that stated “[…]The submissions of assignments are mandatory, but completion of the tasks is a tough ask for the students. Even if the topic and instructions are clear, they fail to maintain quality throughout the paper and as a result they end up getting low scores. Our expert assignment help Scotland is here to assist students prepare their assignments within the deadline without any concern […] In Scotland, the academic system is sterner when compared to other European countries. Professors assess every assignment meticulously. While gauging the assignments, the professors detect grammatical mistakes, structure, referencing, formatting, and plagiarism. Special emphasis is given on plagiarism and if there are traces of it in your work, it will degrade your paper and you’ll end up losing plenty of marks. Thus our online educational assistance in Scotland is focused on delivering an impeccable and authentic task within the stipulated deadline which will surely elevate your grade and achieve the one that you’ve always dreamed about”. A box next to the section stated, “Prices Start from £35” and featured a link to a page where consumers could order an essay, and further links to request a call back or start a live chat with the advertiser.
Another section titled “Who are the ideal candidates to hire our Assignment writing Scotland?” listed a number of points, including: “Students who lack the writing skills”, “Students who want to get rid of the academic burden”, “Students who are stuck with the topic”, and “Students who are too lazy: Students who’re lethargic or perhaps not interested in writing the paper alone can opt for our quality Scotland assignment help”.
A further section titled “7 Reasons that make us a top Assignment help Scotland [sic]” listed a number of points, including: “Original work”, “Super-fast delivery”, “Round-the-clock customer support”, “Easy booking procedures”, “Unlimited free revisions”, and “Pocket-friendly pricing”.
Issue
The ASA challenged whether the ad misleadingly implied that students could submit an essay they had bought as their own.
Response
British Dissertation Help did not respond to the ASA’s enquiries.
Assessment
The ASA was concerned by British Dissertation Help’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 ad included a number of claims such as “Accomplish Maximum Grade [sic] with us: The premium Assignment help Scotland", and “Our expert assignment help Scotland is here to assist students prepare their assignments within the deadline without any concern”. A list of “ideal candidates” for British Dissertation Help’s services included “Students who lack the writing skills”, “Students who want to get rid of the academic burden” and “Students who are stuck with the topic”. A list of reasons to use British Dissertation Help’s services included “Original work”, “Easy booking procedures”, “Unlimited free revisions”, and “Pocket-friendly pricing”.
We considered that the overall impression of the ad was that students at Scottish institutions – some of whom might have been struggling with their studies – that used British Dissertations Help’s service could submit an essay they had bought as their own, and that there was no risk in doing so. We considered the claims about plagiarism, as well as references to the attributes of the service, contributed to that impression, and that consumers would understand they could easily purchase an original, plagiarism-free, essay to hand in as their own work. However, we understood that students who committed plagiarism could face academic disciplinary measures, including expulsion from their institution. We considered that was material information that was likely to affect consumers’ understanding of the ad’s overall message and their decision to use the service. Because we considered the ad suggested that students could purchase and submit essays as their own without risk of repercussions when that was not the case, we concluded that it was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising).
Action
The ad must not appear again in the form complained of. We told British Dissertation Help to ensure their advertising did not imply that students who used their service could submit an essay they had bought as their own without risk. We referred the matter to CAP’s Compliance team.
