Ad description
A website for sleep consultancy company Go Night Night, www.go-night-night.com, seen on 14 June 2024. Every page of the website featured the Federation of Antenatal Educators’ logo, which contained the text “FEDANT, Federation of Antenatal Educators”.
Issue
The Federation of Antenatal Educators (FEDANT), who said that Go Night Night were not registered with them, challenged whether the use of their logo was misleading.
Response
Go Night Night did not respond to the ASA’s enquiries.
Assessment
Upheld
The ASA was concerned by Go Night Night’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 provide a response to our enquiries and told them to do so in the future.
We considered consumers would interpret the inclusion of FEDANT’s logo, which appeared on every page on the website, and contained the text “FEDANT, Federation of Antenatal Educators”, to mean that Go Night Night was registered with them. FEDANT administers the national register and professional standards of antenatal educators, breastfeeding counsellors and doulas in the UK.However, we understood that Go Night Night was not registered with them. We therefore concluded that the use of the FEDANT logo was misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.50 and 3.51 (Endorsements and Testimonials).
Action
The ad must not appear again in its current form. We told Go Night Night not to feature the FEDANT logo in future unless they were registered with them.
We referred the matter to CAP’s Compliance team.
