The UK advertising regulator, the Advertising Standards Authority (“ASA”), recently instructed a software comparison site, Ltd t/a Pandle (“Pandle”), to remove the ads in their current form, to make the commercial intent of the website clear, and to ensure that website reviews of competitors’ software did not misleadingly omit the basis for comparative claims. The involvement of the ASA occurred after Crunch Accounting Ltd (“Crunch”) complained to them on purported misleading advertising and unfair comparisons with identifiable competitors.

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