Assuresoft has had its knuckles rapped by the Advertising Standards Authority for misleading advertising on its share incentive scheme.
The ASA upheld a complaint that Assuresoft's ads did not make it clear that only the heads of practices would get free shares in the company if it floated.
The ad ran with the head line, Register for your free shares in our company, and said customers who registered to use the internet service would qualify for a share of 20 per cent of the company if it floated. But in reality the shares were only available to heads of practices.
Assure soft's defence to the ASA was that it should be common sense that an individual could not expect to benefit from the offer merely by virtue of their own employment and that terms and conditions applied.
The ASA said that stating “terms and conditions apply” was not enough and the ads should have clearly stated only heads of practices were eligible.
Assuresoft chief executive David Stewart says: “I think the fact that the ASA rec eived just one complaint after such extensive advertising puts the matter into perspective.
“Nev er theless, in the interests of complete clarity, we chan ged the advertisement with a minor amendment and ran these back in the trade press.”