ASA investigate IVA advertising

The Advertising Standards Authority (ASA) have confirmed to us that they are currently investigating several advertisements for IVAs and similar 'products'. One of the issues being investigated relates to advertised claims about the percentage of debt that can be written off in an IVA.

This will undoubtedly tie in with the recent warnings from the Office of Fair Trading to IVA providers who were falsely claiming that 'up to 90 per cent of your debt may be written off' when the maximum would be in the region of 60 – 70 per cent.

The OFT were wrong on the last point because, until quite recently, it was not uncommon for 75% of debts to be written off in an IVA but adverts which claim to 'write off' 90% or - in three cases which we have reported - 95% of debts are clearly false and must amount to mis-selling of IVAs.

The ASA say that their investigation is wider than the question of 'percentages' and we have also complained about major IVA providers falsely claiming to provide 'no fee' IVAs both on their web sites and in online adverts which link to their sites.

Google ads are often used to make questionable claims and as they can be hard to pin down they can also provide a neatly deniable moving target that nonethless sucks in the punters.

For now, all complaints against individual IVA providers are on hold while the ASA carry out their investigation and they are looking to make precedent decisions by which all advertisers selling IVAs will be obliged to follow.

The ASA have explained that, because their investigation could have wide ramifications for the way all IVAs are advertised, they will not be investigating new complaints or current complaints against individual advertisers and, once the precedents have been set, they will then be able take appropriate action on future complaints.

The ASA investigation is overdue and has to be welcomed but their position on advertising currently used by IVA providers to make significant profits raises serious concerns.

The ASA's powers are limited but it is too easily forgotten that somewhere behind every incidence of mis-selling or false and misleading advertising for IVAs there is a licensed Insolvency Practitioner. The recognised professional bodies (RPBs) have been remarkably silent on this but advertising complaints upheld by the ASA would lend significant support to complaints to the RPBs about the conduct of the IPs they are supposed to regulate.

As the OFT have already carried out their own investigation - without naming the IVA providers - it should not require new 'precedents' to decide that some IVA adverts are patently false but it seems that the ASA investigation might let past and current offenders off the hook without actually naming them.

Someone somewhere has to start naming, shaming and regulating !

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Tip from The Mole : Make a pdf copy of any web pages carrying offending google ads and use the copy to support your online complaints to the ASA.

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