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ASA rules against complaint that claims firm advert was misleading

The Advertising Standards Authority has rejected a complaint about an advertisement from a financial claims management company.

A Claim4Refunds television ad viewed in November 2011 stated: “This is an important announcement. If you’ve taken out a loan, credit card or mortgage in the last six years you could be owed thousands.”

It went on to say: “Even if your loans and credit cards are paid off and your account is now closed Claim4Refunds could still help and we could settle your claim in just three weeks.

“There are no upfront fees and if we don’t win your claim you don’t pay a penny, guaranteed. You could be owed thousands and remember time limits may apply so don’t delay.”

One complainant challenged whether the claim of no upfront fees was misleading because he understood that a £1 refundable deposit had to be paid by customers.

He also challenged whether the ad’s claim that it would settle the claim in just three weeks was misleading and could be substantiated because he did not believe this to be the case.

In its defence, Claim4Refunds says it does not charge any upfront fees for work carried out on a client’s behalf but asks clients to pay a £1 goodwill payment at the outset of their claim.

The firm also says it has submitted evidence to the Ministry of Justice in June 2011 that it could settle some claims within three weeks.
The ASA therefore concluded that the claims could be substantiated and were not misleading.



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