The Advertising Standards Authority (ASA) has told two debt management firms that it cannot use certain adverts as they breach advertising regulations.

Both firms were using paid-for Facebook ads, which in total had 11 separate complaints made against them, all of which were upheld by the advertising watchdog.

Flexible Digital Solutions Ltd was told by the ASA to ensure its ads did not mislead by not making clear that there were restrictions on suitability for an IVA/DMP; exaggerating the speed of the service; trivialising an application and therefore encouraging consumers to make an enquiry without giving it serious consideration by, for example, using a “quiz” format; exaggerating the “special” nature of the solution when in reality eligible enquirers would be put forward for an IVA/DMP; and by not stating that risks and fees were associated with them.

Meanwhile, the ASA told TFLI Ltd (trading as Wise Old Mary) to ensure their ads did not mislead by suggesting that their service, which was likely to involve an eligible person being put forward for an IVA, was free of charge; exaggerating the speed and ease of the process; exaggerating the amount of debt that could be written off; implying that their service was specifically for women in their 40s; not making clear that they passed on leads to a third party; and not making clear that the solution they offered was likely to be an IVA which had risks and fees associated with it.