The Advertising Standards Agency (ASA) has published the ASA Ruling on Crystal Legal Services Ltd in relation to a challenge as to whether claims made by Crystal Legal Services Ltd were misleading and if they could be substantiated. The advertisement in question promoted a PPI refund service stating, “The average from PPI our clients win: £3,516.2**…**Win amount correct from March 2015”.
The ASA investigated the advertisement under CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation), but ultimately found no breach. Crystal Legal Services Ltd provided evidence which detailed the individual claims, the organisation the claim was made against and on which product the PPI had been paid, along with the amount won on the claimant’s behalf. The ASA considered that consumers would be likely to understand from the use of the word “average” that the amount they could win might be higher or lower than the £3,516.2 quoted. Therefore, the ASA ruled that Crystal Legal Services Ltd could substantiate its claim and the advertisement was not misleading.