|1st March 2006, ASA Rules against Business Internet Directory Ltd.|
| On 1st March 2006 The Advertising Standards Authority reported that it had upheld some complaints against Business Internet Directory Ltd. and had dismissed others. The full Adjudication can be seen here|
StopECG hopes this will be the end of the problems surrounding this company.
Unopened letter, Sep 2005
Front, 2005 Letter
Important Dated material
MISLEADING: This phrase is also visible through the window of the unopened letter and the outside of the envelope has no company name on it. This means the recipient is very likely to open it thinking that it is an official communication that they should read.
12 September 2005
Dear sir Or Madam
It is important that your new business details are present and correct on the national directory for UK businesses.
MISLEADING: "the national directory" rather than "our national directory" could easily lead the reader to think that this is the only national directory, furthermore use of the phrase "It is important" could lead the reader to believe this is a letter they are required to act on, rather than advert for a directory many people have never heard of
Business Internet Directory is responsible for listing over 2 million businesses on the internet. This ensures that the details listed below can be found online.
CORRECT: (we trust them to tell the truth regarding the number of entries on their database) a listing does ensure that your details can be found online, so would the act of posting to a message board or uploading a blog, the fact that they can be found online does not mean that anyone will find them!
As you can see you need to inform you of your business category so we can activate your listing. Please call new registrations on 0870 010 7692 so that we can complete your listing
MISLEADING: "you need to inform you of your business category so we can activate your listing" gives the impression that this is a required process, related to the installation of a new phone, when in fact all they are trying to do is get you to call so they can sell you something The Phrase "new registrations" is particularly misleading.. Why not say "Our Sales team". It is also by no means clear that a basic listing will not be inserted even if you do not call... have all 2 million businesses listed in the directory called up to activate their listings?
Below this are the company details, filled out with the 'Category Of Business' blank