ASA Ruling Highlights Misleading Claims by Rehab Referral Company

The Advertising Standards Authority (ASA) has ruled against Compare Rehab, a referral company operating in the addiction treatment sector, for breaching advertising guidelines. The decision follows complaints raised by the Ethical Marketing Campaign for Addiction Treatment (EMCAT), a watchdog advocating for transparency and ethical practices in the sector.

This ruling is part of a broader effort to address misleading advertising by rehab referral companies, highlighting the need for clear and honest communication in the addiction treatment industry.

The Advert in Question

The investigation focused on a website for Compare Rehab, www.compare.rehab, seen in July 2024. The site claimed to assist individuals in finding addiction treatment centers across the UK. Phrases like "Helping You Find An Addiction Rehab Centre in The UK" and "Find Addiction Treatment in your area" were prominently displayed alongside a contact number. However, disclaimers about their business model were buried at the bottom of pages, stating they were not a healthcare provider but rather a referral service earning commission from partner facilities.

ASA Findings

Two key issues were investigated, and both were upheld:

1. Failure to Clearly Disclose Commercial Intent

   The ASA found that Compare Rehab’s ads created the impression that they provided direct addiction treatment services. Claims such as “During the recovery process in our rehabilitation centre, we implement numerous treatment methods…” misled consumers into believing the company owned or operated treatment facilities. In reality, Compare Rehab functioned solely as a referral service connecting individuals to treatment providers in exchange for a commission.

   While disclaimers about their role were present, the ASA determined these were insufficiently prominent, leading to a breach of CAP Code rule 2.3 (Recognition of Marketing Communications).

   
   

2. Misleading Claims About Local Treatment Options

   The website’s “Find Rehab” and “All listings” sections suggested that specific rehabilitation centers were available in local areas across the UK. However, the pages provided no concrete details about private treatment facilities, instead offering general overviews of treatment options. This misrepresentation violated CAP Code rule 3.1 (Misleading Advertising).

   
   

ASA’s Action

The ASA concluded that the ad must not appear again in its current form. Compare Rehab was instructed to:

• Clearly disclose their status as a referral company that earns commissions.

• Avoid misleading claims implying ownership of clinics.

• Remove any suggestions that local rehab centers could be accessed via their website unless accurate.

Broader Implications

This ruling underscores the importance of transparency in marketing addiction treatment services. Vulnerable individuals seeking help for addiction deserve honest information about their options. Referral companies must ensure their communications reflect their true business model, avoiding any ambiguity that could mislead consumers.

EMCAT, which filed the initial complaint, welcomes the ASA’s decision as a step toward greater accountability within the sector.

ASA ruling re Marren Healthcare Ltd :

https://www.asa.org.uk/rulings/marren-healthcare-ltd-a24-1252137-marren-healthcare-ltd.html

Advertising Standards Authority

For other ASA recent rulings please see https://www.emcat.org/post/the-asa-rulings-form-part-of-a-wider-piece-of-work-on-rehab-clinic-referral-companies-by-emcat