Complaints on MAS advert rejected

The Advertising Standards Authority has rejected adviser complaints about a television advertisement by the Money Advice Service which claimed it offers free, independent advice.

The ASA launched an investigation into the government-funded service in July after it received 80 complaints.

Its advert included a voice-over claiming that “Our advice is independent and unbiased”.

Complainants claimed the reference to advice was misleading, arguing MAS provides information rather than advice.

But the ASA says most consumers would understand the references to ’advice’ in the advert to mean advertisers offered information, guidance and advice on financial issues and products in a general sense rather than providing ’advice’ in the specific, technical and commercial way that IFAs offer.