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Product: Education (Driving Lessons)
Advertiser: Airport Driving School
Medium: Internet (Company Website)
ASAI Code 7th Edition: 4.1, 4.4, 4.9, 4.10
The advertisers’ website home page featured an image of their company’s premises. Below this image, and central to the webpage was written “IRELAND’S MOST SUCCESSFUL DRIVING SCHOOL” in vibrant yellow text. This sentence was featured in multiple spaces on the advertisers’ website including their logo and on their ‘about’ section.
The complainant considered that the advertising was misleading as it was an unsubstantiated, superlative claim.
The advertisers said that “Ireland’s Most Successful Driving School” was used in their advertisements as it was a quote from an ex-TD that had been made at the opening of their facility. The advertisers also stated that a full transcript was available upon request.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
The Complaints Committee while noting that the claim was a quote from an individual, considered nevertheless that consumers would understand that the claim was a superlative, objective statement. They noted that substantiation had not been submitted in the matter and considered that it was likely to mislead. In the circumstances they considered that the advertisement was in breach of Code sections 4.1, 4.9 and 4.10.
Action Required: The advertisement should not reappear in its current form. The Complaints Committee advised the advertisers to remove the claim of “Ireland’s Most Successful Driving School” from their advertising material unless they held documentary evidence to substantiate the claim.