Legal, decent, honest and truthful
These four words form a key part of the intrinsic
values of every Approved Driving Instructor (ADI) – don’t they?
For some time now I’ve had
a bee-in-my-bonnet about the standard of advertising within the driver training industry,
including both the intended and unintended messages these communicate.
I realise that for many ADIs this is the first time
they have been self-employed, becoming not only a training deliverer but also,
amongst many things, their own website designer, copy & proof reader, and
marketing manager. However, websites and social media content generally goes
unchecked and a lot of the transgressions are unintentional, but I guess even when giving them the benefit of the doubt, is ignorance really a valid defence for a responsible business owner?
Some businesses should
know better
I recently received an email from one of the
voucher scheme providers and one headline caught my interest
“Get 4
beginners’ driving lessons - £12”
After the usual round of eye-rolling and tutting I
looked past the headline and clicked on the “fine print” which told me that the "Deal consists of 2 hours worth of
driving lessons at the start and 2 hours before the driving test."
This revelation got
me wondering what I’ve been doing wrong all these years –I’ve been doing
pre-test preparation lessons two hours prior to the test and tend to get the beginner lessons out of the way quite
early on when the pupil is...huh erm.... a beginner (Seemed more client-centred
to me).
Now taking into
account the fine print this particular headline appeared to be a little
misleading, so I followed the advice of the Advertising Standards Authority
(ASA) and sent the following business-to-business email politely requesting a
change to the wording.
Dear Voucher Scheme
Provider,
I would like to bring to your attention the misleading nature
of a current advert you have running for XYZ Driving School. This advert
clearly states: "Get 4 beginners'
driving lessons"
However; the terms and conditions restrict this to two
beginner lessons.
Quote: "Deal consists of 2 hours worth of driving
lessons at the start and 2 hours before the driving test". This means the
customer cannot take four beginner lessons and [the advert] is therefore
misleading and should either be removed or reworded.
Very shortly after
I received the following reply from Voucher Scheme
“Thank you
for your E mail.
Any customer purchasing the deal
with the merchant XYZ will get two 2
hour free lessons at the start when you begin learning. Any lessons the
instructor feels the customer needs leading up to the driving test the customer
will pay the merchant XYZ for. Before you take your driving test the 2 lessons all customers will have before
their test will be free of charge. This equates to 4 lessons in total each at one
hour in length.”
For us mere mortals who couldn’t
follow that logic, here’s a summary;
Two x 2 hours + 2 hours = 4 (1 hour lessons) and
these are free
Where did the £12 go?
And how does 2 x 2 + 2 = 4? And how does a two hour lesson become a one
hour lesson?
Time Travel
This made me wonder how I managed to miss the ADI
training classes on how to bend the space and time continuum....
...and then it struck
me, I realised just how it is they can deliver beginner lessons just before the
test and only charge an equivalent £3 per
hour – they must have a time-machine taking them
back to the beginner lessons and then at the end of each day it takes the
instructor back to the 1970’s when the cost-of-living was lower.
If they haven’t
invented time travel then I suggest this particular advert isn’t
accurately representing the service being offered and so I made it clear to
Voucher Scheme Provider that if they continued the campaign with its current
wording then I would have to formally complain to ASA. This did the trick and
Voucher Scheme Provider sent another email informing me that the wording had
been changed, although by this time the campaign had ended with over 220
vouchers sold.
Now you might be thinking so what? What’s this
got to do with me anyway? Well, as a consumer and business owner it’s all about a sense of fairness and no doubt
at some point we’ve all questioned the validity of an
advertisement’s content, so why wouldn’t I
challenge those in my industry which directly affect my business?
Buyer’s
Remorse
Here’s the problem. Those 220 customers are now
220 fewer customers for all those businesses who follow the rules and play
fair. Also, those new customers may regret not having read the fine print when
they eventually find out that their expectations are not met and consequently a
distrust of the industry as a whole grows. I recently took a call from a potential client who'd bought a voucher and spent the entire duration of the lesson driving around a car park because the instructor didn't know the area.
Over the next few weeks I continued to look out for
further advertising by this company and sure enough around a month later a
similar email was received. This time though, the wording had indeed changed
and the “beginner lessons” simply became “lessons”. The effect was dramatic, as this time around
the number of people purchasing the voucher dropped from 220 to 77. So, it
appears that a large number of consumers were possibly misled by the wording of
the previous advert and may well have made a different transactional decision
had it not included the word “beginner”.
Many ADIs work independently and are unaware of the rules and regulations. Without an awareness of the advertising codes ADIs are likely to fall foul of the rules and leave their businesses open to all manner of issues.
©Stu Walker 2021