007 Magazine Archive Ltd
6 New Street
Lydd
New Romney
Kent
TN29 9DJ
- Trading As:
- 007 Magazine
- Product:
- 007 Magazine
Background Information
Misleading Advertising – http://www.007magazine.co.uk/ has failed to substantiate claims about its international circulation, a comparative claim about its archive and that a testimonial was genuine.
The ASA published an adjudication against 007 Magazine & Archive Ltd, a company providing information and resources on James Bond films and merchandise, on 21 December 2011. The advertiser’s website claimed "Purchased internationally in over 40 countries since 1979", "Number One James Bond archival source" and featured the testimonial "No real James Bond fan can ever miss a copy of 007 MAGAZINE".
007 Magazine did not produce robust evidence to show that the claims or testimonial were genuine. In the absence of substantiation that showed that they were genuine, the ASA concluded that the claims and testimonial were misleading and in breach of the Code.
Although the ASA has adjudicated against 007 Magazine and has made several subsequent requests for an assurance of future compliance, 007 Magazine continues to feature the amended, but nonetheless problematic claim of “premier James Bond archival source" on its website; http://www.007magazine.co.uk/. Because of 007 Magazine’s continued non-compliance we took the decision to place its details on this section of the ASA website. These details shall remain in place until such time as 007 Magazine has appropriately amended its website to ensure compliance with the ASA adjudication and the CAP Code.
Relevant Adjudication