Education

The advertising was a radio advertisement for Airport Driving School. The advertisement was for the potential for employment with the advertiser and for the courses the school offer. It began with: –

“We have a fantastic opportunity to change the direction of your career”

The advertisement also said: –

“We need trainee driving instructors for cars, trucks and buses. Full training is provided at a reduced rate, with a finance option available. If driving is your passion, then join our exceptional team and have a career with ultimate job satisfaction.”

The complainant considered the advertisement was misleading as they believed that the advertisement gave the impression it was a recruitment campaign while they considered it was actually a promotion for purchase of driving lessons.

The advertisers responded that since 2009 all driving instructors needed to be qualified as an ADI (Advanced Driving Instructor) in the category of vehicle they wished to deliver lessons in and that it was against the law to deliver lessons for financial reward unless they were qualified as an ADI.

The advertisers said they had a constant need for Qualified and Trainee driving instructors as they were experiencing exponential growth as a business. As such, they constantly recruited qualified instructors to fill immediate vacancies and also offered a pathway to becoming an ADI.

They said that the course to become an ADI may be self-funded by the candidate themselves but that they also offered an apprenticeship scheme.

They said that the initial consultation to become an ADI was by telephone and then the candidate met with one of their ADI managers, and at this meeting, course options were discussed, and no payment was sought at this stage. They said there was no expectation for the candidate to continue with the process at this initial stage.

Complaint Upheld.

The Complaints Committee considered the detail of the complaint and the advertisers’ response.

The Committee noted the response that the intention was to advertise a course to become an Advanced Driving Instructor.

The Committee considered the combination of phrases used including “We have a fantastic opportunity to change the direction of your career”; “We need trainee driving instructors for cars; “join our exceptional team and have a career with ultimate job satisfaction”. They considered that in the absence of further context that the advertisement was unclear as to the opportunity being offered and therefore, had the potential to mislead consumers and was in breach of Sections 3.31; 4.01; 4.04; 4.09; and 4.10 of the Code.

The Executive recommends that the complaint be upheld.

ACTION REQUIRED:
The advertisement must not reappear in its current form.