Summary of ruling
Following a complaint by ContractorCalculator to the Advertising Standards Authority (ASA), Contractor UK, has been found in breach of several clauses of the Committee of Advertising Practice (CAP) advertising code, by being unable to substantiate its site visitor statistics.
This landmark ruling is seen as setting a precedent that will level the playing field for websites selling advertising, whilst at the same time making it clear to advertisers how important it is to confirm a website’s ABCe audited visitor figures before signing any advertising contract.
In addition to its complaint to the ASA about Contractor UK’s unsubstantiated figures, ContractorCalculator made two other complaints, both of which were upheld by the ASA. Contractor UK was also found to have breached ASA Committee of Advertising Practice Codes clauses, namely 3.1 (on substantiation), 7.1 (on truthfulness) and 19.1 (on other comparisons) in claiming to be ‘The UK’s most visited IT contractor site’, and even its statement that it had been ‘Online since 1998’ was found to be ‘misleading’, breaching CAP Code clauses 3.1 (on substantiation) and 7.1 (on truthfulness).
The full ruling can be read on the ASA site: Click here for full ruling
More information:
Press Release: Landmark ASA ruling protects digital advertisers from unproven unique visitor claims
Advertisers who may have been misled about site statistics and the number of unique visitors to
websites have received the solid backing of the Advertising Standards Authority (ASA).
[ContractorCalculator - Wed 14th Jan 2009]
‘Contractor UK’ website falls foul of advertising watchdog in landmark ruling
Contractor UK’ found guilty by Advertising Standards Authority of breaching key Committee of Advertising Practice rules, including on truthfulness.
[ContractorCalculator - Wed 14th Jan 2009]
Case Study: ASA ruling against Contractor UK website levels playing field for digital advertising
Background of the case, more detail about the ruling, and the impact.
[ContractorCalculator - Wed 14th Jan 2009]
In the Press
Online auditing of traffic now a requirement in the UK?
Thanks to ABCe for pointing me to a recent judgement by the UK’s Advertising Standards Authority (ASA) that should concern all publishers.
[Napier News - 16th May 2009]
ASA Adjudication - Contractor UK Ltd
Official adjudication by the ASA.
[Advertising Standards Authority - Wed 14th Jan 2009]
Pillsbury Client Prevails in UK Regulator’s Challenge of Web Traffic Claims
Case highlights concerns that traffic figures behind Internet advertising revenue can be artificially inflated by false claims or technical measures.
[Pillsbury Winthrop Shaw Pittman LLP - Wed 14th Jan 2009]
Advertising Standards Authority supports transparency and accountability for digital media
The final adjudication by the ASA upheld the complaint, stating that the figures could have been audited by ABCe, the industry-owned auditor, as a means of providing proof of this claim.
[ABCe - Wed 14th Jan 2009]
Web-hit measure a step closer
An agreed audience measurement system for websites has come a step closer after a regulator ruled that a business-to-business site had failed to provide “robust evidence” of its user traffic.
[FT - Wed 14th Jan 2009]
Firm guilty of misleading advertisers
Advertisers who may have been misled about site statistics and the number of unique visitors to websites have received the solid backing of the Advertising Standards Authority (ASA).
[SME Web - Wed 14th Jan 2009]
ContractorUK not able to prove traffic figures to Advertiser Standards Authority
The Advertising Standards Authority found that ContractorUK was in breach of several Advertising Practice Codes, i.e. on substantiation, on truthfulness and on other comparisons.
[ITContractor - Wed 14th Jan 2009]
ASA raps Contractor UK over website visitor claims
Ruling could have repercussions for advertisers, says legal expert.
[VNUNet.com - Thurs 15th Jan 2009]
Yahoo - ASA raps Contractor UK over website visitor claims
The Advertising Standards Authority (ASA) has issued a ruling against IT recruitment firm Contractor UK over claims that it is the "the UK's most visited IT contractor site".
[Yahoo News - Thurs 15th Jan 2009]
Publisher condemns 'deeply flawed' web traffic ruling
Contractor UK, which provides news, features and job listings for IT workers, was rapped by the Advertising Standards Authority because the user numbers it quoted in an email newsletter were based on Google Analytics data and could not be independently verified.
[Press Gazette - Thurs 15th Jan 2009]
Ad watchdog raps website over unique visitor claims
The Advertising Standards Authority (ASA) has rapped the publishers of a website for IT contractors for promoting unique visitor numbers that had not been independently audited.
[Research-live.com - Thurs 15th Jan 2009]
ASA raps Contractor UK over website visitor claims
The Advertising Standards Authority (ASA) has issued a ruling against Contractor UK over claims that it is the "the UK's most visited IT contractor site".
[WhatPC - Thurs 15th Jan 2009]
ASA raps Contractor UK over website visitor claims
The Advertising Standards Authority (ASA) has issued a ruling against IT recruitment firm Contractor UK over claims that it is the "the UK's most visited IT contractor site".
[Computing - Thurs 15th Jan 2009]
ASA raps Contractor UK over website visitor claims
The Advertising Standards Authority (ASA) has issued a ruling against IT recruitment firm Contractor UK over claims that it is the "the UK's most visited IT contractor site".
[AccountancyAge - Thurs 15th Jan 2009]
Landmark ruling against misleading visitor stats
The Advertising Standards Agency (ASA) today made a landmark ruling against a business found to be making misleading claims about their visitor statistics.
[SimplyBusiness - Thurs 15th Jan 2009]
ASA raps Contractor UK over website visitor claims
The Advertising Standards Authority (ASA) has issued a ruling against IT recruitment firm Contractor UK over claims that it is the "the UK's most visited IT contractor site".
[ComputerActive - Thurs 15th Jan 2009]
More details about ContractorCalculator
Overview - ContractorCalculator - Dave Chaplin
ContractorCalculator, the expert online guide to contracting, is the brainchild of former City of London IT contractor.