TomTom has had to alter an advertising campaign following a complaint to the Advertising Standards Authority (ASA) by rival navigation company Garmin.
The advert stated “TOMTOM TRAFFIC GETS YOU THERE FASTEST”, something Garmin said was misleading and could not be substantiated. TomTom also claimed its systems could outperform rivals verses competitors in four stated quality check points.
Garmin said the claims set out in each of the four test points were misleading, as it did not include a mechanism for customers to verify the claims.
The ASA said the advert breached CAP Code rules for misleading advertising, substantiation and comparisons with identifiable competitors.

The ASA ruled that the advert must not appear in its current format, and TomTom must hold suitable comparison data to ensure similar claims in the future are verifiable.
The full ruling can be found here.