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Ignite
Indian Restaurant, 8-14 Lawton Street, Congleton, owned by Anam Islam
was rapped over the knuckles on 29th January 2009 by The Advertising
Standards Authority in the first "false awards claim"
verdict we are aware of.
A complaint to ASA came as a
result of a regional press ad, for an Indian restaurant, headlined
"Ignite PART OF TASTE OF RAJ GROUP". Text in a list below
included "Voted Best Restaurant in the U.K. ... ".
The complainant challenged
whether Ignite could substantiate the claim that they had been voted
"Best Restaurant in the U.K." especially because she
believed the restaurant was newly opened.
Ignite Indian Restaurant (Ignite)
acknowledged Ignite had not been voted best restaurant in the UK.
They maintained, however, that Taste of Raj (the old name - full name
now Ignite the Authentic Taste of the Raj) had won an award and that
was what the claim referred to. They said they intended to change the ad.
The ASA considered the ad implied
that Ignite had been voted the best restaurant in the UK. Ignite did
not send any evidence to prove that either Taste of Raj or Ignite had
been awarded that accolade. As a result, the published conclusion by
ASA upheld the complaint saying "Because we had not seen any
evidence to substantiate the claim, we concluded it was misleading.
The ad breached CAP Code clauses 3.1 (Substantiation) and 7.1
(Truthfulness). The ad must not appear again in its current form. We
told Ignite not to repeat the claim without substantiation."
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