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Monday, 13 November 2000 |
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A WAR of words has broken out in the sub-prime used car sector with two of its biggest names trading accusations about each other's advertisements to the Advertising Standards Authority watchdog.
Direct Auto Finance and Direct Car Finance came to blows over the content of each other's advertising copy, making a series of complaints to the ASA, three of which were upheld.
DCF complained about DAF's claim that DAF was the only car finance specialist that finances and supplies its own cars, something that made the company "more competitive". The ASA said DAF, which trades as Yes Car Credit, could not fully substantiate either claim and told it to change the ads.
DAF threw a counter punch, challenging DCF's claim that it had the "widest choice of over 1,000 quality cars". The ASA upheld the complaint and told DCF not to use the claim in future advertisements.
lUsed car supermarket Carland also fell foul of the ASA. It claimed in advertisements that P registration Vauxhall Corsas were available from £3,995. The company proved it had sold one car at the price stated, but the ASA "considered that to make a 'from' claim, the advertisers must show they had a reasonable number of cars available for the quoted 'from' price."
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