Until recently, what you say about yourself on your own web site has been a matter for you – the Advertising Standards Authority has had no remit to tick you off no matter what you said.

Now that has changed and the ASA has ruled that a claim made by  The Maperton Trust’s on its own website that its product repels head lice could not be substantiated.   The ASA has demanded that the Trust take down the claim, even though the Trust claimed that the Medicines and Healthcare Regulatory Agency was satisfied with the way the device had been marketed.

It will take a long time for the public to become fully aware of the fact that the ASA can be used in this way – but businesses will be certain to pick up on claims made by rivals on their own sites.  One area that will probably get attacked is the claim by firms that they are market leaders, or originators of a particular product or service.  In many industries there are half a dozen or more firms that make the same claim for their industry.

If you would like to talk about your web site and how its power of attraction can be maximised, do email Tony@hamilton-house.com and give me your phone number, and I will call you back.  No charge, no obligation.

You can follow us on Twitter @HHMailings and on our blog, www.blog.hamilton-house.com

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.