Advertising watchdog rules ICAEW ad ‘not misleading’

The UK’s advertising watchdog has thrown out a complaint against the ICAEW’s
latest campaign to recruit new members.

Standards Authority
(ASA) received a complaint from a qualified
accountant that the ICAEW’s campaign, flagged up with the headline: ‘A career
with real value’, was misleading.

The complaint centred on the qualifications available from other
bodies, claiming they provided the same level of financial and business skills
as the ICAEW’s qualification.

The ASA said the ad had not claimed that the qualification was the best
available, but it offered a ‘depth of financial and business skills’ not offered
by other courses. It agreed that the
offered exam syllabus and course requirements were sufficiently different
from other CCAB course, and the ad was not misleading.

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