The complaint was lodged on the basis that the complainant believed Unibet had editorial control over the tweet and challenged whether it had breached the CAP code, which covers non-broadcast advertising, sales promotion and direct marketing.
They said that it "was a term used in a variety of ways by many organisations to demonstrate that they had high aspirations, without there necessarily being an award or designation of 'World Class'." The authority ruled that the ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).
Although there has already been some speculation as to what exactly this will mean the details of campaign techniques will be key, and we've produced a comprehensive paper to provide insight into the expanded CAP code. We'd encourage all brands to closely monitor a developing situation which could have profound implications for the entire sector," said Lyndsay Menzies, CEO of bigmouthmedia.
The Advertising Association is calling for the extension of the CAP Code which regulates all non-broadcast advertising in the UK so that the ASA can clamp down on an area that generated more than 2,500 complaints in 2009.
The ASA's CAP has stressed that these statements do not appear to contravene the British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code) but that this advice in no way affects the advertiser's obligation to ensure that the marketing is legal.
Report the mailing to the Advertising Standards Authority, as it is a breach of section 7.1 of the CAP Code for anyone, for the purpose of promoting a business or product, to knowingly or recklessly make a representation to the public that is false or misleading in a material respect.
For example, CAP code number 86194 (checking timer on centrifuge), with a unit value of 5.0/centrifuge, does not lead directly to a reportable result, but it is a necessary step in many procedures that do generate results.