ASA raps MyHome subsidiary Ferrum UK
Thursday, November 08, 2007
The Advertising Standards Authority has upheld a complaint by a Ferrum UK franchisee that a magazine ad was misleading in a number of respects.
The ASA announcement of 24 October said: "A magazine ad, for the In-Crease:De-Crease (now trading as Ferrum UK Ltd) franchise opportunity, stated " ... As Europe's first premier collection and delivery home ironing service, In-Crease:De-Crease has succeeded in building a profitable franchise model and setting new standards in a previously fragmented industry ... In-Crease:De-Crease guarantees to supply a minimum of 20 new clients a month ... In-Crease:De-Crease believes in constant and never ending improvement and offer franchisees ongoing support, training and motivation ... All of which means you are guaranteed to build a business that expands your earnings potential upwards of £50,000.""
In upholding the complaint the ASA said that Ferrum had:
Not made clear (in the ad) that the guarantee of 20 new clients per month applied to certain client packages only.
Not supplied evidence to show that eligible franchisees were supplied with that number of customers.
Not sent documentary evidence to show that they provided ongoing support or training to their franchisees.
Not sent any evidence to show that franchisees generally made a profit or that their earnings were likely to exceed £50,000.
The ASA has told Ferrum not to use the claims in future advertising unless they held adequate substantiation.
MyHome acquired Ferrum UK Ltd in a deal announced in July 2007. At the time of the acquisition Ferrum had eight franchisees in the UK. The ruling did not state when the complaint was made.
The ruling can be viewed on the ASA website at:
http://www.asa.org.uk/asa/adjudications/Public/TF_ADJ_43382.htm
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