An online firm which claims to have secured customers more than £3.5m back on their timeshare agreements – free of charge – could be one of the first to face Crown Court action after ignoring a ban on its advertising and carrying on regardless.
The compensation claims made by Selltimesharetoday.co.uk were this week deemed “unsubstantiated” and “misleading” by the Advertising Standards Authority but the ad – which claims to buy timeshares from unhappy owners – continues to run.
Selltimesharetoday.co.uk also appears to be selling holidays to customers wishing to leave their existing timeshare agreements, saying on its website: “We can give you access to the holidays you originally wanted at extremely discounted prices”.
It could well be a test case for new advertising regulations, ushered in 18 months ago when the ASA signed a deal with Trading Standards.
Under the pact, brand owners which repeatedly break advertising rules will now face the threat of legal action in Crown Court. The new measures cover all non-broadcast advertising, including direct marketing, outdoor, online and print, and could trigger fines of hundreds of thousands of pounds.
Trading Standards can now take action against advertisers under consumer and business protection laws.
At the time, ASA chief executive Guy Parker said: “We already enjoy a close and effective working relationship with Trading Standards. This new arrangement will help us become more joined-up and consistent as well as giving consumers and business confidence that an advertiser who doesn’t play by the rules will face the consequences.”
Related stories
Rogue advertisers face huge fines
