ASA Rulings Published

Dec 20th '17

This week’s rulings have been published. The following advertisers have been formally investigated by the Advertising Standards Authority (ASA).

Rulings for: 20 December 2017

A3 Medical Ltd t/a Dent1st Cosmetic Dentistry and Dental Implant CentreUpheld in part

Claims on a website for Dent1st Cosmetic Dentistry & Dental Implant Centre,, seen in June 2017:

  1. A page titled “Better Price Promise” stated “Our Best Price Promise is exactly that – if you can provide us with a valid, recent, written treatment plan from any other clinic, we will either…

ACAI Marketing Ltd – Upheld

Two direct mailings for a marketing company, ACAI Marketing Ltd:

  1. The first mailing, received on 14 March 2017, featured text in large font at the top of the mailing that said “FINAL NOTICE”. Text in a smaller font below stated “DEAR [recipient’s name] An Unclaimed Reward is being held for you…

ASDA Stores Ltd – Upheld

An advertorial for Asda, seen on the Mirror’s website, on 31 August 2017, appeared three-quarters of the way down a web page that began with an article titled “An actual Italian bard theme park is opening in Italy and mamma mia hurry up and pass us our fork”. The advertorial was headed “Asda Partner…

All-Dolled-Up – Upheld

Two Instagram posts and a website for All Dolled Up, a cosmetic surgery company, seen in August 2017:

a.  A post on’s Instagram page included an image with text stating, “£1000 DISCOUNT + extra massage treatments ON GROUP BOOKINGS FOR SEPTEMBER 2017 ONLY YOU PLUS THREE FRIENDS Terms and Co…

Asha’s Restaurants International Limited – Upheld

A post on the Facebook page for Asha’s, an Indian restaurant, dated 13 July 2017, stated “*** Competition Time*** We have 5 x pairs of weekend tickets to give away for the Tatton Park Foodie Festival this week end [sic] Friday 14th, Sat 15th and Sunday 16th July – Like & Share our page for a chance to ***win*** …

Car Cash Point Ltd – Upheld

A web page on a website, for Car Cash Point Ltd, seen on 1 June 2017, titled “Reviews” which featured a testimonial from Miss T Will, London and was headed “The Truth about Varoomas’ extortionate fees and charges”. The testimonial went on to state, “I wanted to write a review about the simply …

Carnival plc t/a P&O Cruises – Not Upheld

A website and a direct mailing for P&O Cruises, seen in June 2017:

a. The website, included the sub-headline “Pricing”. Text in a roundel stated “on-board spending money receive up to £550pp” and linked to “Terms and Conditions”.

b. The direct mailing gave examples of cruise prices,…

Cleano Ltd t/a – Upheld

The website, seen on 17 July 2017, contained various positive statements about the company and its services. A section headed “Our Testimonials” showed the Trustpilot Five Star and Google Reviews logos.

DB London Ltd t/a Direct Bullion – Upheld in part

A TV ad for Direct Bullion, a gold dealer, seen in August 2017, featured a voice-over that stated, “Have you ever thought about buying gold? Amidst today’s fragile global economy you’re not alone, as many people are returning to this physical commodity as a store of wealth”. Small print on-screen stated, “Prices may…

Elevate Credit International Ltd t/a Sunny Loans – Not Upheld

A poster for Sunny, seen on the London Underground network on 6 September 2017, featured an image of a man sitting in a deck chair wearing sunglasses and flip flops. Text stated “That’s life support … When you need some emergency cash, stress not”. Smaller text in the corner of the poster stated “Representative 750%…

Ernest Jackson & Co Ltd t/a Bassetts Vitamins – Not Upheld

A web page describing Bassetts Blackcurrant and Apple flavour multivitamins, seen on in June 2017, stated “No added sugar”.

Funplus Interactive – Upheld

A promoted post on Twitter for King of Avalon, a computer game brand, seen on 5 September 2017, which featured the text, “My friends wouldn’t stop recommending this game to me. Eventually I gave in and now I can’t stop …” A still image of the game was featured below the tweet with a link to play the game, accompanie…

Grey Haze Online Ltd – Upheld

An online banner ad for the e-cigarette and e-liquid manufacturer Grey Haze, seen on 2 June 2017, on the e-cigarette forum, stated “10% OFF EVERYTHING! POTV10 USE AT CHECKOUT. WWW.GREYHAZE.CO.UK”. The ad provided a link to another page on which contained a …

Hyperbaric Oxygen Therapy Ltd t/a Hyperbaric Oxygen Therapy Centre –Upheld

A website for the Hyperbaric Oxygen Therapy Centre, seen on 15 March 2017, referred to a number of health conditions which it claimed hyperbaric oxygen therapy could treat. It also made several references to “Dr Rob Pender”. A tab entitled “FAQS” [sic] at the top of the site led to a page with a … Ltd – Upheld

A website for flight tickets provider,, seen on 23 July 2017. The top section of the home page featured a section with an online search form in which users could input details about the flights, such as dates, destinations and number of passengers, that they wished to find availability for, and…

Logicor (CH) Ltd t/a Clear Heater System – Upheld

Advertising for Logicor:

  1. A website,, for a research and development company, seen on 21 April 2017, included a product page for the Clear Heater System which contained the claims “We expect you to save at least 50% on your heating energy bills and in some cases up to 85% or more, provided …

Moss Bros Group Plc – Upheld

A website ad and a point of sale promotion for Moss Bros:

a. The website, seen on 21 August 2017, and

b. The point of sale promotion, seen on 24 August 2017, both showed a model wearing a three piece suit. Text in both stated “Suit plus extra trouser & 2 shirts £139”.

PWB Health (UK) Ltd – Upheld

A video on, seen in August 2016, and a poster seen in July 2016, promoted a self-examination device.

a. The video included on-screen text which stated, “’Something like Breastlight that’ll help identify a problem earlier, is just wonderful’ Fawn Leith, Family Nurse; ’Breastlight may increas…

R&R Country Ltd – Not Upheld

A website,, for equestrian and country pursuits retailer R&R Country, seen on 20 May 2017, featured a horse rug called the “Weatherbeeta Comfitec Essential Standard Neck Lit”. Under the product details it stated, “Strong and durable 1200 denier ripstop outer shell with repel shell co…

Richard Jenkinson t/a World of Accessories – Upheld

A product page for a “Genuine Mercedes Benz HFP Bluetooth Kit” on a website for World of Accessories,, seen in April 2017. Text stated, “Latest Model & Software”.

Steinhoff UK Retail Ltd t/a Harveys Furniture – Upheld

A website for Harveys Furniture,, seen on 28 July, promoted a “Toulouse Large Sideboard”. Text next to a picture of the sideboard stated “Was £499 – Now £399 – Save £100”. Small text beneath the picture of the ad said the previous price applied from 14/06/17 to 20/06/17…

Sunmaster Ltd – Upheld

An ad for a holiday package, seen on the Sunmaster website, on 4 September 2017, stated “Accommodation Total: £105.00 … Total Holiday Cost: £332.55”.

Supergroup Internet Ltd t/a Superdry – Upheld

A Facebook post for Superdry, dated 28 October 2017, included text which stated, “This is the jacket that gives you a different view ft. Nightscape”. The post included a short video of the free runner Nightscape, also known as Harry Gallagher, walking outdoors, along a high-up exposed steel support beam at night, h…

Synformulas GmbH t/a Synformulas – Upheld

A regional press ad for Kijimea IBS, who sold capsules to those suffering from IBS (irritable bowel syndrome), seen in the Bromsgrove Standard on 1 September 2017, included text which stated, “Amazing study results The benefits of Kimjea IBS have actually been put to the test in a clinical study – with amazing resul…

The Hair Loss Clinics (NW) Limited – Upheld

A website for UK Hair Loss Clinics,, seen on 26 June 2017, featured the heading “OFFICIALLY VOTED EUROPE’S NUMBER ONE HAIR-LOSS, HAIR TRANSPLANT CLINIC”. Further text on the page stated “See why 10,000 Patients Chose Us”.

Thinking Plus Ltd t/a No 1 Ejuice – Upheld

A website,, seen on 30 June and 20 October 2017 selling electronic cigarettes and liquids. On 30 June the website featured a hovering box with text that stated, “Our Loyalty Point Powered by S Loyalty Log in”. On 20 October the website featured text that stated, “Sale!”, “HUGE %” and showed an imag…

Wilde Recruitment Ltd – Not Upheld

An ad on a job listings website placed by Wilde Recruitment Ltd, seen on 4 September 2017. The ad stated, “Systems Engineer up to £500 / day | Derby | Contract/Interim … Systems Engineer – Requirements Management – 6 month contract – to £500.00 / day – Derby”.


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Previous rulings: 13 December 2017