Ad description
The website www.titaninsulation.co.uk, for home insulation service Titan Insulation Ltd, seen on 1 August 2019, featured the logo of the Cavity Insulation Guarantee Agency (CIGA), which provided guarantees for cavity wall insulation fitted by registered installers.
Issue
The Cavity Insulation Guarantree Agency (CIGA), stated that Titan Insulation Ltd were not a CIGA registered installer, and challenged whether the use of their logo was misleading.
Response
Titan Insulation Ltd did not provide a substantive response to the ASA’s enquiries.
Assessment
The ASA was concerned by Titan Insulation’s lack of substantive 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 substantive response to our enquiries and told them to do so in future.
Upheld
The ASA considered that consumers who visited the web page and saw the CIGA logo would assume that Titan Insulation was a member of CIGA. Because we understood from CIGA that Titan Insulation was not a member of the scheme, we concluded that the ad breached the Code.
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 the form complained of. We told Titan Insulation Ltd not to claim in future ads that they were a member of CIGA or other bodies of which they were not a member.
