Commercial Dyslexia Centres & Treatments, Dore Achievement Centres, Dyslexia

Dore Deceptive and Abusive Advertising

Take a close look at the screen shot below.

Its the results from a Yahoo search on the term British Dyslexia Association (BDA) and the first of the results, in the light grey box, is an advert. By the way is says ‘British Dyslexia Association’ in big letters you might think that its an advert for the BDA. Look closer and you will see its an advert for Dore / DDAT.
Thats right. Dore is trying to trick people into clicking the link to his company.
This is an appalling piece of deceptive advertising and for Dore to take advantage of people in such a manner is an abuse of his company’s wealth. It is also, I believe, illegeal under UK law. Dore have been in trouble over advertising before but these have been technical slips or live interviews where some allowances can be made for off-the-cuff remarks. This however is a premeditated deception. It is a marketing technique best reserved for spammers trying to sell penis extensions or fake rolex watches.
I will be forwarding a copy of this post to Wynford Dore and I encourage everyone to email with a complaint.

UPDATE: I’ve received personal communication from Wynford Dore in which he has disavowed the advert and some hours later the advert is no longer appearing. Myomancy offered Wynford Dore the opportunity to publish a statement or comment on this incident but none has been received.


  1. peter

    From a TECHNICAL point of view, you searched “British Dyslexia Association” and got the DORE/DDAT website which had an article about the BDA. That is what search engines do. It isn’t dishonest, it isn’t DORE/ DDAT’s fault, it is the nature of searches. DORE/DDAT is not dishonest in this respect.

  2. Peter,

    This isn’t about search results, it is about adverts linked to search results and what thos adverts say.

    If you click on the image to enlarge it you will be able to see that Dore is running an advert to be displayed when people search for the BDA, that appears at first glance, to be from the BDA.

    There is no need for Dore to include the words British Dylexia Association in that advert over than to mislead the reader.


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