PR firm forced to remove ‘misleading’ advert
A PR firm has been forced to take down an advert on its homepage after the UK’s advertising watchdog branded it “misleading.”
Break Point PR was said by the watchdog to have featured logos for a range of companies under the heading ‘Trusted by,’ on its website on November 1st 2017.
The same page under the heading ‘What they say’ featured quotes from customers, one of which stated: “Creative, young and energetic team I trust with our PR activity and launch events.”
The testimonial, which another PR firm complained about added: “They’re passionate about what they do and it’s reflected in the results.”
Credited to the marketing director of one of the featured companies, the quote in the ad was challenged over whether it was misleading and could be substantiated.
Unfortunately for Break Point, which acknowledged the complaint when they were probed by the Advertising Standards Authority (but “did not provide a substantive response”), the complaint has now been upheld.
“We considered [that] businesses [reading the website] would not expect the logos and testimonials to refer to work undertaken by an employee of Break Point PR when they were with a previous employer,” the ASA said.
“Because Break Point PR had not provided us with any evidence to prove that the shown the logos and testimonials related to work carried out by Break Point PR or that they had permission to use them, we concluded the ad was misleading.”
According to the ASA’s ruling, the ad must not appear again and Break Point’s future advertising must “not imply that they had undertaken work for companies when they had not.”
1st March 2018