Ref:A13-*********
11 December 2013 By post
Dear Mr ******* Your complaint
Further to my letter of 29 November, we have now received a response from P&P Associates Ltd t/a ASDA Travel. They have provided an assurance that the ad has been amended to remove the reference to calls being charged at a local rate. They have also provided an assurance that, where applicable, they will make clear the appropriate call charges. They have agreed to liaise with our CAP Copy Advice team for advice on complying with that assurance. We consider these assurances will resolve the complaint without referring the matter to the ASA Council, and will consequently be closing our file.
We advised P&P Associates Ltd t/a ASDA Travel that we would expect similar changes to be made to similar ads. We also advised that should we receive any similar complaints in future, we may be compelled to proceed with a formal investigation into those complaints.
In a formal investigation, if the ASA Council decides that an ad is in breach of the Code, the advertisers are told to withdraw or amend it. Because P&P Associates Ltd t/a ASDA Travel has already assured us that the advertising you complained about will be amended, we consider there is little to be gained from continuing with a formal investigation, which would achieve that same outcome.
Although we will not publish full details of your complaint on our website,
www.asa.orq.uk, basic information including the advertisers' name and where the ad appeared will appear on Wednesday 8 January 2014.