Dore Achievement Centres

Dore Cleared by the ASA

Wynford Dore has had some problems in the past with the UK and foreign bodies that regulate advertising and TV programs however he is clearly learning from experience. In this case a complaint against Dore was “not upheld” (i.e. no offense had been committed by the company) over an advert for Dore featuring Kenny Logan. The complaint was based on the fact that the advert did not state that Logan was a director of Camden Holdings, the shell that owns DDAT (UK) Ltd.

The ASA’s assessment was:

Not upheld

The ASA noted Kenny Logan had completed the Dore programme in March 2004 and had become a non-executive director of Dores holding company in December 2006, to assist Dores development of relations with the sporting industry. We noted he had no shares in Camden Holdings or Dore and had not received any financial remuneration or related benefit at the time of taking the programme.

We noted the ad referred to Kenny Logan as one of a number of sportsmen who had completed the programme and we considered that, because that was true and because he had not received any financial benefits at the time of taking the programme, readers were unlikely to be misled because the ad did not include a reference to his position as a non-executive director of Dores holding company. We concluded that the ad was unlikely to mislead.

We investigated the ad under CAP Code clause 7.1 (Truthfulness) but did not find it in breach.

The full adjudication