Ad
b. The poster stated “Northern Ireland”s busiest used car website
Issue
Action
A radio ad and a poster for NI Auto Trader were broadcast and published in June 2011. a. The radio ad stated “… search across thousands of local cars on Northern Ireland”s most popular motoring website …”. b. The poster stated “Northern Ireland”s busiest used car website Issue Used Cars NI Ltd challenged whether the following claims were misleading, because they understood that their website attracted a greater number of visitors than that of NI Auto Trader: 1. “Northern Ireland”s most popular motoring website” in ad (a); and 2. “Northern Ireland”s busiest used car website” in ad (b). Action The radio ad (a) must not be broadcast again in its current form and the poster ad (b) must not appear again in its current form. We told NI Auto Trader not to repeat the claims unless they had relevant website traffic data produced to JICWEBS standards. See the full ruling here:
