Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Both the ASA and CAP regard “No. 1” claims as meaning best-selling unless the context indicates another meaning. Although the ASA has, in the past, accepted as opinion claims such as “the No. 1 guide to the best in skilled services”, “Number One” claims are almost certainly likely to be regarded as objective. In 2004 the ASA upheld a complaint against the claim “world’s leading carp company” because the advertiser was unable to substantiate that it had higher turnover and more unit sales than other carp companies (Kevin Nash Group plc, 27 October 2004). It also upheld a complaint against “No. 1 for plum jobs” because it considered the claim implied the advertiser offered more vacancies than did competitors (Intermedia Publishing Ltd, 4 August 2004).
Last modified : 30 July 2010