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.
“Premier” is similar to “No.1” and the ASA and CAP invariably interpret it as “best-selling” or as meaning in some other way objectively superior or leading (Intermedia Publishing Ltd, 4 August 2004). But, depending on the context of the claim, we may regard “premier” as subjective (equivalent to an unqualified “best” claim). For example, the ASA rejected a complaint about the claim “Yorkshire's Premier Insurance Broker”.
Last modified : 30 July 2010