Feeds

Sage gets wrist slapped by ASA

Watchdog finds IT companies exaggerating claims. Surely not...

  • alert
  • submit to reddit

The essential guide to IT transformation

Three IT companies were reprimanded by the Advertising Standards Authority (ASA) in its report this month. Sage was in trouble over an ad for accountancy software aimed at small businesses dealing with the euro. Pegasus Group challenged Sage's statement that: "Existing currency conversion practices simply will not work." Pegasus said converting between the pound and the euro was the same process as between the pound and the dollar. Sage said the advertisement invited enquiries and offered more information, and was intended to raise awareness among small businesses of the impact of the euro and the importance of early planning. The ASA said Sage's claim "was simplistic, exaggerated the need for companies to change their accountancy software now that the euro had been introduced elsewhere, and was misleading". London-based CACI received a complaint about an advertisement for a consumer database. "Find new customers -– Lifestyles UK is the most extensive and comprehensive consumer database available in the UK. Rank all 44 million adults individually using a customised combination of 300 lifestyle selections," it claimed. Rival Claritas said that its Lifestyles Universe database had 382 selections, more than CACI's 300, and therefore CACI's was not the "most extensive". The ASA asked CACI not to repeat its claim. Optisoft, which sets up PC systems for the optical profession, got its wrists slapped after saying it was the market leader. The York-based company said it had more users and more installed sites than any other supplier, and therefore the claim was justified. The Authority said Optisoft had not substantiated the claim, and asked them not to repeat it. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Kaspersky backpedals on 'done nothing wrong, nothing to fear' blather
Founder (and internet passport fan) now says privacy is precious
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.