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ASA adjudications: Objective Concept t/a
Subject: Selling and marketing/Advertising Codes
Source: Advertising Standards Authority (ASA)

Objective Copyright maintained the website (seen in August 2019) which promoted their copyright registration service. Copyright Witness challenged whether the website’s price claim ‘£42’ was misleading because the price was for an annual subscription rather than a one-off fee.

The ASA considered that consumer and business customers would interpret £42 to be a one-off payment. However, if customers purchased a plan they would be automatically enrolled onto an annual subscription service, where every year they would be committed to pay £42 if they did not cancel. The ASA ruled that the site did not make clear to customers that they would be entering into an annual subscription for the service. That was material information likely to influence a customer’s transactional decision and needed to be made sufficiently clear from the outset. The site was therefore ruled to be misleading and breached CAP Code (Edition 12) rules 3.1, 3.3 and 3.17.


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