Response
Book Your Theory Test Ltd (BYTT) did not believe they were misleading consumers with their pricing information. They believed all of their four pricing options were made sufficiently clear to consumers. BYTT stated that their Google sponsored ad portrayed the services they provided. They explained that Google displayed their sponsored ad description over one line and this was something they had no control over.
BYTT explained that they did offer a £31 theory test booking service and this could be done by calling the booking line. They said that they paid Google for every click they received and they believed they had the right to display their services within their ads to get a consumer’s attention. BYTT stated that once a consumer clicked on the Google sponsored search ad, they believed a consumer was presented with clear information, explaining the options open to them, which included using their telephone booking line or an online booking form.
They stated that the left-hand side of their website outlined the cost of booking a theory test through their website and the options they provided for a consumer. These options included a “Theory test fee which currently stands at £31.00 and the booking fee starts from £8.50 … Theory test £39.50 (inclusive of £31 test fee + £8.50 booking fee) … Theory Test + Resit £49.50 (t&c apply) … Theory Test + Unlimited Resits £59.50 (t&c apply).” BYTT said that the link to the DSA website and the pricing options they offered were both displayed on every single page of their website.
Assessment
Upheld
The ASA noted that once a consumer clicked on the Google sponsored search ad and visited BYTT’s website, they were presented with information outlining the prices of the services offered. We acknowledged that this information made it clear that the theory test costing £31 was subject to a compulsory booking fee of £8.50 and that the price for a theory test with unlimited retests was £59.50.