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.
A claim less impressive than top parity but less onerous to support is a parity claim, often stated in the form of “one of the …”. The ASA will invariably not uphold complaints against claims of that type but marketers should probably still be in the top quartile of their market (Virgin Money Personal Financial Service Ltd, 30 July 2003; Environment Agency, 6 June 2001, and David Wilson Homes, 22 January 2003).
Last modified : 30 July 2010