ASA slams bank over mortgage rate claims

The Advertising Standards Authority (ASA) has slammed Alliance & Leicester over a TV ad which the regulator ruled was misleading.

The ad featured a voiceover which said: “One great mortgage rate that starts low at 5.04% and then stays low at 5.49% for the remainder of your mortgage.” But scrolling text said the rate was variable, tracking the Bank of England base rate. A member of the public complained that the ad was misleading, and the ASA has agreed.

⢠The ASA has also hammered B&Q over a TV ad in which a voiceover claimed that a range of kitchen units depicted were “solid wood”. However the backs, sides and edges are chipboard. B&Q has apologised.

⢠Shepherd Neame’s latest print ad campaign for its Bishops Finger beer has resulted in at least one complaint to the ASA. The campaign, running in lifestyle publications such as GQ and FHM, shows medieval maidens in low-cut dresses along with suggestive copy – such as “I love a good session on Bishop’s Finger”. Shepherd Neame has had a history of running suggestive campaigns over the years.