NS&I backed over '100% safe' radio ad claim

The complainant challenged whether the claim "And NS&I has always guaranteed 100% security for your savings" was misleading and could be substantiated. But the ASA did not uphold the complaint. It was satisfied with NS&I's explanation that, as the government had historically never defaulted on a loan payment, had always held its triple ‘A' rating and that it continued to have tax raising powers, it was entitled to make the claim. The ASA ruling reads: "We investigated the ad under BCAP Code rules 3.1 (Misleading advertising), 3.9 (Substantiation) and 3.10 (Qualification) but did no...