Intelligent Finance and First Direct Row
Intelligent Finance told to change advertising after complaint by rival First Direct
13th November 2002
The Advertising Standards Agency (ASA) has told online bank Intelligent Finance to stop claiming that it's the UK's leading direct bank, after a complaint by its banking rival First Direct.
First Direct said that Intelligent Finance could not back up its claim, made in a newspaper advert, as many direct banks' figures are not published seperately from their parent banks - HSBC in First Direct's case. This made it impossible for a proper comparison to be made.
The ASA agreed, and told Intelligent Finance not to repeat the claim unless it could back it up with solid figures.
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