Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
These are objective and usually synonymous with “brand-leading”. The ASA has upheld best-selling claims (Highbury House Communications plc, 18 February 2004) and not upheld best-selling claims (Emap Automotive Ltd, 23 July 2003), depending on the evidence provided by the advertisers. Marketers should ensure they hold comparative evidence that they have more unit sales than their competitors.
Last modified : 30 July 2010