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Misleading advertising - Part two


Misleading advertising - Part two

On this course you will learn the importance of having the evidence to back up your claims; making sure any qualifications are clear; and how to avoid misleading your customers with the use of endorsements and testimonials.

icon- access.png 6 months access
icon-access.png This module provides 2 CPD hours
IMPORTANT NOTICE: We have now suspended the sale of this module, if you have already purchased this module you have until the 31 December 2023 to complete it. For a list of the modules that are already available on our new platform please check the ‘Online Training’ page on www.asa.org.uk. If you have any questions, please contact elearning@asa.org.uk.



The course is broken down as follows:

  • Substantiation

    Before an ad is run, you should hold documentary evidence to support all objective claims, bearing in mind the impression consumers are likely to take from the ad. Not having evidence to back up claims, may result in an ad being considered misleading. In this section, we’ll talk you through the requirements of substantiating objective claims

  • Qualification

    Qualifying text (small print or footnotes) can be used to clarify a claim in an ad, but not to hide important information or in a way that contradicts the headline claim. This section explores the use of qualification in more detail

  • Endorsements & testimonials

    Endorsements by an official body or knowing a company is signed up to a code of conduct can provide consumers with confidence in the company and its products or services. You might also like to use positive feedback from your customers in your ads. However, it’s important to follow the rules to ensure that consumers are not misled 

The course concludes with an assessment, and on passing a personalised certificate for your records.

  • Engaging content – interactive courses to help safeguard your brand
  • Flexible – learn where you want, when you want
  • Cost-effective – savings available on multiple purchases, plus no travel expenses

Find out more here.

Find out more about our other online training courses.

The content of this module was created by an expert from the CAP Copy Advice team. The team are knowledgeable and experienced, so you can be sure the module is packed full of important information, a challenging assessment and hints and tips on how to stay on the right side of the rules.

CAP eLearning contributes to your continuing professional development (CPD). This module will provide you with 2 CPD hours.

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‘If you are buying five or more of any of our modules, and/or you intend to have five or more users, you can save on the price per module.

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