Advertising watchdog rejects complaint against Age UK advert

But the charity decides to withdraw the advert despite it being cleared by the Advertising Standards Authority

Age UK advert
Age UK advert

The Advertising Standards Authority has rejected a complaint that an Age UK advert was misleading.

The charity, through its trading subsidiary Age UK Trading, offers hearing aids through a partnership with UK Hearing Care Management Services.

A television advert for the service invited viewers to call a telephone number "and know that a name you can trust will help you hear the things you love".

One complainant challenged whether the advert gave the misleading impression that the hearing aids were supplied by Age UK rather than by one of its commercial partners.

Although the ASA rejected the complaint, the charity said it would withdraw the advert because of the concern.

Age UK told the advertising watchdog that every person who asked about the service received a guide explaining the relationship between Age UK and the UK Hearing Care and all pieces of literature featured the logos of both organisations.

The charity said it was happy that customers would be aware that the hearing aid would be provided by UK Hearing Care before booking a hearing assessment.

Age UK said the advert had been aired since 2014 without any other complaints but in response to the complaint it would withdraw it.

The ASA said that although the advert did not make it explicitly clear that Age UK Hearing Aids was a partnership between Age UK and UK Hearing Care, it did not consider the advert was misleading and rejected the complaint. 

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