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Product: Travel (Taxi Service)
Advertiser: Local Southside Taxis
Medium: Internet (Company Website)
ASAI Code 6th Edition: 1.6(c), 2.7, 2.24
The advertisers’ website referred to the following:
“Airport Fixed Fares
* All routes via City Centre unless otherwise stated ( €10 extra via M50 )
* €10 extra for people carrier (8 Seater)…”
The complainant said that when he tried to book a taxi to the airport in December 2015, he was informed that the offer was not available during the month of December and that the fare would be a metered fare. The complainant considered the advertising to be misleading.
The advertisers failed to respond to the complaint.
The Complaints Committee considered the details of the complaint and expressed their concern at the advertisers’ failure to respond in the matter. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code. As the advertisers had not responded nor provided evidence that their advertising was not misleading, the Complaints Committee upheld the complaint under Section 2.7 and 2.24 of the Code.
The advertisement should not be used in its current format again and where exclusions apply these should be referenced in the main copy of the advertising.