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Press releases 2002 -

More misleading data protection ads stopped

PN 39/02     1 July 2002

Misleading business advertising for data protection notification services has been halted following OFT action in the High Court.

Proceedings were issued against DPARS Ltd of Manchester and Gary McNeish (both also trading as Data Protection Act Registration Service) for an interim injunction to prevent them from continuing to issue misleading advertising. At a hearing the judge granted the temporary injunction, stating that the advertisements were plainly misleading.

The OFT considered the advertising was misleading because it gave the impression that it came from an official body and that the businesses receiving it were under some sort of legal obligation to register with the company immediately at a cost of £85. It also failed to explain properly which persons were exempt from notification.

In separate proceedings in May, the OFT obtained a final injunction against Data Protection Agency Services Ltd of Southport (also trading as Data Collection Enforcement Agency) to prevent similar misleading advertising for data protection notification services.

While most businesses processing personal data are required by law to notify the Information Commissioner, the fee is only £35 and many small businesses that process personal data for limited purposes are not required to notify. Businesses can notify the Information Commissioner directly.

Welcoming the action, John Vickers, Director General of Fair Trading said:

‘This is the second time in recent weeks that the OFT has taken successful action against misleading advertising for data protection notification services. We will continue to crack down on advertisers who make false and misleading claims.’

NOTES

1. The interim injunction was granted on Tuesday 25 June 2002. This is a temporary measure until the OFT’s application for a final injunction is determined.

2. The ASA adjudicated against Data Protection Act Registration Service on 26 September 2001. The full adjudication can be viewed at www.asa.org.uk

3. In separate proceedings, a final injunction was granted on Thursday 30 May 2002 against Data Protection Agency Services Ltd of Southport (also trading as Data Collection Enforcement Agency) and their director, Michael Sullivan, to prevent misleading advertising of data protection notification services. For further details see OFT press release 35/02.

4. The Control of Misleading Advertisements Regulations (CMARs) 1988 came into force on 20 June 1988 implementing an EC Directive on misleading advertising. The role of the OFT under the Regulations is to support and reinforce existing controls, not to replace them. The Regulations give the OFT the power to step in if the public interest requires that advertisements complained of should be stopped by means of a court injunction.

5. The OFT can act only when a complaint has been received. To come within its scope an advertisement must be misleading (i.e. it must deceive or be likely to deceive and affect economic behaviour), and be published, in connection with a trade, business, craft or profession, to promote the supply or transfer of goods and services.

6. Details of whether or not you are required to notify under the Data Protection Act 1998 are available on the Information Commissioner’s website at www.dpr.gov.uk or telephone their Notification helpline on 01625 545740.

7. In this press release the functions of the Director General of Fair Trading (DGFT) under the Regulations are for simplicity described as the functions of "the OFT". The Enterprise Bill proposes to replace the office of the DGFT with the OFT, to which would be transferred the DGFT's functions.




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