The ASA has ordered a ban on a website advert claiming to offer unlimited UK driving theory tests for £31 after discovering that the company actually charged almost double the price.
Despite proudly advising customers that the cost would be £31, it actually transpired that the total fee would be £59.50.
A Google search of the company in question reveals an advert that boldly stated: ‘£31 Book Your Driving Theory Test, Unlimited Retests Until You Pass!’
Yet, the ASA determined the advert to be completely misleading to the consumer as it emerged that the advertiser actually charged £59.50 for ‘unlimited retests’, as well as a mandatory booking fee of £8.50.
Complaints about the advert grew to astronomical levels therefore, the ASA was left with little option but to investigate, and eventually, uphold the complaint. The advertiser actually charged a minimum fee of £39.50 (when including the booking charge) to book a driving theory test.
In order to qualify for ‘unlimited retests’ consumers had to pay £59.50, a far cry from the original £31 quoted in the advert. The charge of £59.50 only became apparent on the website, but the ASA ruled that the cost should have featured in the headline of the advert.
The ASA ruled that the advert cannot be displayed again in its present form and must be modified so customers are clearly aware of the price they are paying.
Industry moguls stated that: “There are many legitimate companies that offer such a service and are very clear when it comes to pricing. These services appeal to people who have very little grasp of the English language and those who simply do not have the time to arrange a driving test, for example, busy professionals and students.â€
In a statement from an ASA spokesperson, they said: “We’re not against companies that offer assistance in helping people to book driving tests, but we are against blatant attempts to mislead the consumer just so a company can win more business.â€
The spokesperson added: “We at the ASA believe that honesty is the best policy, which is just as important to the consumer as the price. If a consumer can identify an honest service provider offering value for money that is more likely to win their custom than underhand tactics that attempt to lure them by false means.â€
The spokesperson continued: “In this case the advertiser started out offering something at £31. However, when all was said and done, it turns out that the cost was nearly double that by the time they had completed a booking.â€
Tags: Driving License, Driving Test, Practical Driving Test, UK Driving License, UK Full Driving Test
