Home Office Brexit campaign telling EU citizens how to stay in the UK is banned for being ‘misleading’ twice by ad watchdog
A HOME Office campaign telling EU citizens how to stay in the UK after Brexit has been banned by an advertising watchdog for being “misleading”.
The radio ads for the EU settlement scheme instructed that only a passport and ID card was needed to apply for residence.
But the Advertising Standards Agency ruled the commercials were “misleading” because more than a quarter of a million EU citizens needed other documents, Buzzfeed has revealed.
The ASA said the government breached the advertising code on two counts because it did not make “sufficiently clear” that more documentation would be needed.
A spokesman for the watchdog said: "Listeners would likely understand that an official application process of this nature would always require some applicants to provide further information in exceptional cases.
"However, we understood that in 27 per cent of decided adult cases, applicants had been asked to provide documents as evidence of residence.
We considered that the ad did not make sufficiently clear that, in some cases, applicants would need to supply documents beyond their passport or ID card.
ASA spokesman
"Furthermore, some applicants were also asked for other documents, such as evidence of a family relationship.
"We considered that the actual proportion who were asked to submit further documents was likely to go beyond what the audience was likely to understand from the claim.
"In that context, we considered that the ad did not make sufficiently clear that, in some cases, applicants would need to supply documents beyond their passport or ID card."
He added: "The ad must not be broadcast again in the form complained about.
"We told the Home Office to ensure they made sufficiently clear that some applicants to the EU Settlement Scheme would need to provide additional documents beyond their passport or ID card."
HOME OFFICE HITS BACK
However, the Home Office hit back and said its advert made clear that listeners should visit their website for more information.
A spokesman said: "We completely disagree with ASA’s decision. The campaign was factual and complied with all necessary clearance processes for radio advertising.
“The campaign has had a positive impact and encouraged more than one million successful applications so far.
“The Scheme is free, straightforward and EU citizens and their family members have plenty of time to apply. All they need to apply is their passport or ID card and to complete an online form."
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The blunder represents the second embarrassing incident for the Home Office just two weeks after its chicken box knife-crime campaign was labelled "borderline racist".
Some 321,000 boxes featuring the Government’s #knifefree campaign were sent to more than 200 outlets in England and Wales.
The insides of the boxes feature true stories of young people who have chosen to pursue positive activities, such as boxing or music, instead of carrying a knife.
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