The Advertising Standards Authority in the United Kingdom has admonished Point Two, a company that makes air vests and body protectors, for publishing a misleading advertisement in Horse & Hound.
The advertisement, published on March 24, 2011, claimed Point Two’s air vests were the only brand with full insurance and CE approval. The ad said, “Riders Beware” of brands with an imitation CE Mark or no CE accreditation at all. A CE Mark certifies that a product complies with the safety and environmental standards set by the European Directives.
In response to the advertisement, Hit-Air UK Ltd filed a complaint with the ASA that the claim was incorrect and hurt the business and reputation of Hit-Air. They said their jackets are extensively tested and CE certified.
In the course of the investigation, Point Two representatives told the ASA they inquired whether or not the Hit-Air jackets were certified with a CE Mark, but the information Point Two received from their competitor was inconclusive, leading them to believe the jackets were not approved.
According to the ASA statement about the case, Point Two must not run the ad again in that form, and it must take action in the future to ensure claims are not misleading and can be substantiated fully.