A complaint against a job advert advertising data entry positions in the Essex has been upheld by the Advertising Standards Authority (ASA).

The ad stated: ‘WANTED DATA ENTRY CLERKS/CUSTOMERS SERVICE OPERATOR for DH DATA LTD  We are a Computer Software/hardware company selling Computers & Computer Parts wholesale. LOCATIONS NEEDED: SOUTHEND-ON-SEA, BRENTWOOD, CHELMSFORD, MALDON, ROMFORD BARKING & SHENFIELD.

‘DATA ENTRY CLERKS required to work at our offices asap. Main duties include input data entry onto the company database, dealing with customers and taking orders over the telephone filing and all general duties. Experience is required; candidates must have data entry skills and good communication skills, and must be computer literate, reliable and able to work as part of a team.’

The complainant challenged whether:

1. the vacancies were real

2. if they were real, they were actually home-working schemes and not office-based positions as stated by the ad

3. DH Data had any offices in the locations stated in the ad, because he believed there was no office in Southend-on-Sea

4. DH Data was a computer software company, because he could not find any records of the company as described

5. the ad was misleading because it had not made clear to readers that they had to pay a non-refundable fee to register with the company before gaining information about work opportunities

6. the ad breached the Code, because it did not detail the advertiser’s contact details.

DH Data said they could not substantiate their claims because they were a new company being set up. They added they did not have any offices open at the time the ad was published and no one had begun working for them. They also said that the positions advertised were genuine and were based in their offices, adding they were not working-from-home positions and applicants did not have to pay a fee to register and they anticipated being able to substantiate the claim once they had been operating for a period of time.

The ASA upheld the claim, adding that the ad must not appear again in its current form.

The ASA said they had not seen any evidence from DH Data to back up their claims as it has seen no evidence to show that the vacancies were genuine office based positions, that DH Data were a computer software company with offices in the locations listed or evidence that respondents did not have to pay a non-refundable fee to register. The ASA concluded that the ad was likely to mislead.

The ASA also said that the ad did not contain the advertiser’s geographical address. The complainants claimed that DH Data were offering home working and was therefore required by the Code to include such details. Because DH Data did not supply evidence to contradict the complainant, it concluded that the ad breached the Code.